2014 Unit of Study
The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).
The University of Sydney session calendar shows exact dates for sessions.
|Decision-Making and Research|
|Assumed Knowledge||Good understanding of marketing principles and business management|
|Additional Information||This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing|
|Lectures||1x 3hr seminar per week|
|Assessment||analysis of qualitative data (30%), reflexive diary on qualitative analysis (10%), analysis of mixed methods (30%), and final exam (30%)|
|Description||This unit will explain the various sources of bias that can influence decision-making and will provide strategies to improve the quality of business decisions. Understanding and using marketing information is an essential task for marketing decision-makers. However, despite very large amounts of qualitative and quantitative data being available from both primary and secondary sources, concerns exist over much of its quality and how to combine these different sources into a useful stream of information that helps decision makers make better decisions throughout the product lifecycle. The marketing planning cycle will be used as the structure for this unit to explore how data can be turned into actionable marketing information. Students will learn how to assess information requirements, plan data collection and assess data quality.|