MKT30015 Marketing and Communication Information and Decision Making

Unit code: MKT30015

Duration: 1 Teaching Period

Contact hours: Recommended 8 hours of study per week

About this unit

This unit examines the information and decision making processes which organisations most commonly utilise to develop effective marketing and communication. The content reflects the key information areas that companies invest most of their market research budget into capturing, interpreting and utilising. Students will explore trends in marketing research, internal company market information strategies, as well as the information challenges posed by international and emerging markets.

Content

Topics include:

  • Marketing information management and organisational decision making
  • Trends and their growing significance to marketing and communication information
  • Overcoming information challenges posed by international and emerging markets
  • Improving customer satisfaction and service quality
  • Measuring and improving brand health relative to competition
  • Retail audits for effective portfolio and category management and channel strategy
  • Understanding consumer attitudes and behaviour
  • Idea generation for products and communications
  • Developing and improving the product offering
  • Designing effective promotions and adverts
  • Evaluating advertising impact and media tracking
  • Developing appropriate prices
  • Effective outlet design and merchandising formats
  • Effective market segmentation