5766 (v.6) Advanced Marketing 650

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

Covers in-depth a range of advanced marketing issues including analytical techniques for identification of consumer needs, perceptual mapping, strategic product positioning, market simulation analysis and forecasting techniques and implementation of analytical marketing decision-making.

Unit Outcomes:

On successful completion of this unt students will have- Researched resources are available for marketing analysis and decision making. Knowledge of what steps are required to ensure the research is designed to provide the information that is needed. Knowledge of how to eyaluate whether the results from research are complete. Knowledge of how to use research for better decision making.

Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases.

Unit References:

Churchill, G.A.Jr. Marketing Research: Methodological Foundations. The Dryden Press. Bolt, G.J. Market and Sales Forecasting: A Total Approach. Kogan Page. Day, G.S. Analysisfor Strategic Market Decisions. St Paul, West Publishing Company. Clarke, D.G. (1993). Marketing Analysis and Decision Making: Text and Cases with Spreadsheets. South San Francisco, The Scientific Press. Green, P.E., Tull, D.S. and Albaum, G. (1988). Research for Marketing Decisions. New Jersey, Prentice Hall. Lilien, G.L., Kotler, P. and Moorthy, K.S. (1992).Marketing Models. New Jersey, Prentice Hall. Lilien, G. L. (1993). Marketing Management: Analytical Exercises with Spreadsheets. South San Francisco, The Scientific Press. Lehenmann, D.R. and Winer, R.S. Analysis for Marketing Planning. Homewood, Irwin. Makridakis, S. and Wheelwright, S. Forecasting Methods for Management. New York, Wiley. Nagle, T.T. The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making. New Jersey, Prentice Hall.

Unit Texts:

Clarke, D.G. (1993). Marketing Analysis and Decision Making: Text and Cases with Spreadsheets. South San Francisco, The Scientific Press.

Unit Assessment Breakdown:

Mid Semester Examination 25%, Case Analysis 20%, Class Assignments 20%, Final Examination 35%. This is doen by grade/mark assessment.

Field of Education:

80500 Sales and Marketing (Narrow Grouping)

HECS Band (if applicable):

Extent to which this unit or thesis utilises online information:

Informational

Result Type:

Grade/Mark

Availability

Availability Information has not been provided by the respective School or Area. Prospective students should contact the School or Area listed above for further information.

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