units

MKF2131

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (Day)
Coordinator(s)Dr David Stewart

Synopsis

Quantitative analysis for marketing, response models, segmentation and targeting, positioning analysis, decision analysis, conjoint analysis; advertising decision models, pricing decisions.

Objectives

The learning goals associated with this unit are to:

  • develop a capability for applying marketing models to a range of marketing phenomena
  • equip students with the ability to interpret output and develop management recommendations
  • appreciate the assumptions and limitations of marketing models.

Assessment

Within semester assessment: 40%
Examination (2 hours): 60%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF2121

Prohibitions

MCK2130, MKW2131