units

MKC2130

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedClayton Second semester 2014 (Day)
Coordinator(s)Dr Satheesh Seenivasan

Synopsis

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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Students must have passed MKC1200 and ETC1000 before undertaking this unit.

Prohibitions

MKF2131, MKW2131