2013 Unit of Study
The session(s) below are for 2013. For Summer School 2013 unit of study availability please visit the Summer School website (main Summer session January/February 2013).
The University of Sydney session calendar shows exact dates for sessions.
|Marketing Research for Decision Makers|
|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%); Final exam (30%)|
|Description||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. They will then learn advanced analytical techniques and critically, evaluate how these types of data can be used together.|