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MKC2130 - Marketing decision analysis

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader(s): Dr David Stewart


Clayton Second semester 2009 (Day)


Decision support systems in marketing, characterising marketing environments, new product diffusion, repeat purchase models, market share analysis, generalised response models (for the univariate and the multivariate market mix), dynamic advertising response, advertising allocation (geographic and temporal) and decision theory applied to competitor response.


Within semester assessment: 40%
Examination (3 hours): 60%

Contact hours

3 hours class contact or equivalent per week


MKC1200, ETC1000 and MKC2500


MKF2131, MKW2131

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