This unit explains the various sources of bias that can influence decision-making and provides 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 is used as the structure for this unit to explore how data can be turned into actionable marketing information. Students also learn how to assess information requirements, plan data collection and assess data quality.
1x 3hr seminar per week
major assignment (40%), class quizzes (5%), minor assignment (15%), group presentation (15%), final exam (25%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing.