Marketing and Communication Information and Decision Making
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
Prerequisites
150 Credit Points
plus
Corequisites
Nil
Aims and objectives
From 2020 Students undertaking the Marketing Major will do MKT30018 . MKT30015 will be offered via SOL only
This unit examines the information and decision making in which organisations most commonly engage in to develop effective marketing. The content reflects key information areas that companies invest most of their market research budget.
It also imparts understanding and practical experience in critical aspects of research information and decision making in contemporary business contexts. Trends in marketing research, internal company market information strategies and information challenges posed by international and emerging markets are explored.
The use and interpretation of data generated from popular areas of contemporary market research and other research activities that support marketing and communication functions are covered.
Students who successfully complete this unit will be able to:
1. Demonstrate how marketing and communication managers can effectively manage research decision making, research stakeholder relationships and the research process to ensure best outcomes
2. Identify and describe the information managers require in order to effectively fulfil marketing and communication functions
3. Evaluate the techniques used and the questions asked to generate the most commonly used marketing and communication information
4. Interpret the information generated for practical marketing and communication decision making and develop appropriate strategies and mixes
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face Mode:
(Weekly): Scheduled hours: Lectures (12 x 2 hours), Tutorials (12 x 1 hour), (From 2020 offered SOL Only)
Other Student workload: Other activities including independent study and assessment tasks for a total of approximately 150 hours
Online:
Students are expected to spend 12 hrs per week in engagement online with learning activities and discussion boards; and other activities including independent study and assessment tasks for a total of approximately 150 hours
Online (SOL):
Students are expected to spend 4 hrs per week in engagement online with learning activities and discussion boards; and other activities including independent study and assessment tasks for a total of approximately 150 hours
Assessment
1. Minor assignment (Individual) 15 - 25%
2. Major assignment (Group) 30 - 40%
3. Final exam (Individual) 35 - 55%
2. Major assignment (Group) 30 - 40%
3. Final exam (Individual) 35 - 55%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• analysis skills
• communication skills
• ability to tackle unfamiliar problems, and
• ability to work independently
• teamwork skills
Content
The unit considers information management in the organisational context. Techniques for generating information for marketing and communications strategic decision making are examined, before those relating to decision making for developing key aspects of the marketing mix.
Topics include:
• Measuring and improving brand health
• Retail audits for effective portfolio, category management and channel strategy
• Understanding consumer attitudes and behaviour
• Idea generation for products and communications
• Developing and improving product offerings
• Effective promotions
• Evaluating advertising impact
• Developing prices
• Outlet design and merchandising formats
• Effective market segmentation
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.