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Decision support model for marketing budget allocation
Thesis (MEng) -- Stellenbosch University, 2022.
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| Format: | Thesis |
| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2022
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| _version_ | 1867613915646525440 |
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| access_status_str | Open Access |
| author | Burger, Danike |
| author2 | Vlok, PJ |
| author_browse | Burger, Danike Vlok, PJ |
| author_facet | Vlok, PJ Burger, Danike |
| author_sort | Burger, Danike |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MEng) -- Stellenbosch University, 2022. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/126104 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:43:44.261Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/126104 Decision support model for marketing budget allocation Burger, Danike Vlok, PJ Schutte, Prof. CSL Stellenbosch University. Faculty of Engineering. Dept. of Industrial Engineering. Budget -- Planning -- South Africa Marketing -- Planning -- South Africa Business planning -- South Africa Financial planners -- Marketing -- -- South Africa UCTD Thesis (MEng) -- Stellenbosch University, 2022. ENGLISH ABSTRACT: Marketing budget allocation to di erent marketing platforms is an important task for many companies as large investments are often allocated to marketing and should therefore be optimally invested into the selection of marketing platforms. Very little guidance is available on this decision making process, often leading to rule-of-thumb decision making. With marketing platforms continually increasing and changing, the challenge is expanded. Several factors were identi ed from literature to in uence the e ectiveness of marketing budget allocation, each having a di erent e ect on marketing budget allocation decision making. This research study attempts to provide a model to assist with marketing budget allocation, accounting for identi ed in uencing factors. These factors include seasonality, level of investment, investment decay and carryover e ects, interaction e ects between di erent marketing platforms and resource cost. The model incorporates these e ects to obtain a goal function called the Budget Impact Factor (BIF), when maximized optimizes the marketing budget allocation. Further, a sensitivity analysis was conducted on the developed model to create a solution space for marketing budget allocation decision making. A case study was conducted on the model using data obtained from an industry practitioner. Based on the results from the case study, the model was validated as credible, authentic, useful and ful lling a need. Overall the research conducted for this study contributed to the marketing budget allocation process in creating a method for the allocation which is comprehensive and exible to market conditions. Since little available information could be obtained on methods with a similar objective, the model provides a starting point for refinement and future research. AFRIKAANS OPSOMMING: Allokasie van 'n bemarkingsbegroting na verskillende bemarkingsplatforms is 'n belangrike taak vir baie besighede aangesien groot beleggings dikwels aan bemarking geallokeer word en dit daarom op 'n optimale manier na die verskillende platforms geallokeer moet word. Min literatuur kon bekom word wat leiding bied vir hierdie taak. Dit lei dikwels daartoe dat besighede allokasie doen aan die hand van gevoel, sonder enige teoretiese bewys. Met die dat bemarketings platforms deurlopend meer raak en verander, veroorsaak dit 'n groter uitdaging in die allokasie van die begroting. Verskeie faktore, wat 'n invloed het op die e ektiwiteit van die bemarkings begroting allokasie, was geïdenti seer uit literatuur. Elkeen van die faktore beinvloed die e ektiwiteit en dus besuitneming van hoe die begroting geallokeer moet word. Hierdie navorsingstudie fokus daarop om 'n bemarkingsbegroting allokasie model te skep wat die geïdenti seerde faktore, wat 'n rol speel in die e ektiwiteit van die bemarkingsbegroting allokasie, in ag neem. Hierdie faktore het ingesluit seisoenaliteit, vlak van belegging, e ek van oordra en verval van belegging, interaksie e ekte tussen verskillende platforms asook hulpbron koste. Die model het hierdie e ekte in berekening gebring om 'n doel funksie te bekom wat afgekort is as BIF en vertaal kan word as die Belegging Impak Faktor. Wanneer hierdie doelfunksie gemaksimeer word, word die allokasie van die bemarking belegging na die verskillende bemarkingsplatforms geoptimiseer. Verder was 'n sensitiwiteitsanalise gedoen om 'n oplossings ruimte te skep wat belegging besluitneming ondersteun. 'n Gevallestudie was uitgevoer op die ontwikkelde model met data wat vanaf 'n bedryfpraktisyn ontvang is. Die model was uiteindelik gevalideer as geloofwaardig, betroubaar, bruikbaar en dat dit 'n behoefte vervul. Die navorsingstudie dra by tot die bemarkings begroting allokasie proses deurdat dit 'n metode bied vir die allokasie van 'n bemarketingsbegroting wat omvattend en buigsaam is tot verandering in marktoestande. Met min informasie wat verkry kon word rakende metodes wat aangewend kan word vir 'n soortgelyke doel, bied die ontwikkelde model 'n beginpunt wat verfyn kan word soos meer inligting ingesamel word asook 'n basis vir toekomstige navorsing. 2022-11-14T10:36:14Z 2023-01-16T12:50:16Z 2022-11-14T10:36:14Z 2023-01-16T12:50:16Z 2022-11 Thesis http://hdl.handle.net/10019.1/126104 en_ZA Stellenbosch University xvi, 170 pages : illustrations application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Budget -- Planning -- South Africa Marketing -- Planning -- South Africa Business planning -- South Africa Financial planners -- Marketing -- -- South Africa UCTD Burger, Danike Decision support model for marketing budget allocation |
| title | Decision support model for marketing budget allocation |
| title_full | Decision support model for marketing budget allocation |
| title_fullStr | Decision support model for marketing budget allocation |
| title_full_unstemmed | Decision support model for marketing budget allocation |
| title_short | Decision support model for marketing budget allocation |
| title_sort | decision support model for marketing budget allocation |
| topic | Budget -- Planning -- South Africa Marketing -- Planning -- South Africa Business planning -- South Africa Financial planners -- Marketing -- -- South Africa UCTD |
| url | http://hdl.handle.net/10019.1/126104 |
| work_keys_str_mv | AT burgerdanike decisionsupportmodelformarketingbudgetallocation |