Unit specification > NTIS

Marketing decision support - overview:

• introductions
• learning needs assessment
• decisions made by marketing managers
• questions marketing managers need to ask
• Marketing decision support
• Sources of data

PowerPoint slides for week 1

Course outline and assessment guide

• Explore mind map for business analysis

• marketing arithmetic - basic algebra
• significant figures
• populations and samples
• statistical symbols and meaning

• bar charts
• histograms
• SPSS Software - Appendix CD1-1

• population entity
• population boundary
• quantitative segments - (weak attributes)
• qualitative segments - (powerful circumstances)

• Form teams for case analysis
• Commence building detailed road map for marketing plan
• Expand road map with application of mind map for qualitative and quantitative factors in decision making
• Practice exercises
• Wiki definitions

Case Study presentations

Frequency distributions
Cross tabulations
Scatter diagrams
Time series analysis
Ethical use of graphs
SPSS examples

Source data for case studies:
ABS Retail Trade Australia - 8501.0 Table 20 (5 Feb 2007)
ABS Estimated Resident Population - 3101.0 Table 4 (7 Dec 2006)

Berenson Ch 2

• Expand road map with application of mind map for business forecasting
• Practice exercises
• Wiki definitions

• what outcomes are important to customers?
• prioritising opportunities
• Ulwick's model

Measures of central tendency

• mean, median mode
• quartiles
• range
• Inter quartile range
• standard deviation
• coefficient of variation
• z scores

Berenson Ch 3.1

Christensen pp 73-80 "The Innovators solution"

Ulwick (2002) "Turn customer input into innovation" HBR, Jan, pp 91-97

• Demonstration models
• Expand road map with application of mind map for buyer behaviour
• Practice exercises
• Wiki definitions

PowerPoint slides for week 4

Case study presentation

Practice exercises

Berenson Ch 3.1

• Demonstration models
• Expand road map with application of mind map for business business analysis
• Practice exercises
• Wiki definitions

Case study presentation

• mean
• standard deviation
• Empirical rule

Box and Whisker plots
Covariance
Pitfalls

• Demonstration models
• Expand road map with application of mind map for business business analysis
• Practice exercises
• Wiki definitions

Case study presentation

Practice exercises
Model demonstrations

• Review demonstration models
• Review road map with application of mind map for business business analysis
• Practice exercises
• Wiki definitions

Test 1

Case study presentation

Discuss major project

• Case selection
• Review criteria for assessment

• Normal
• Box whisker

Berenson Ch 6

Porter, M. (2001), 'Strategy and the Internet', Harvard Business Review', March, pp. 62-79

• Expand road map with application of Porter's five forces model
• Practice exercises
• Wiki definitions

holiday break

Case study presentation

Sampling distribution of mean
Sampling distribution of proportion
Survey types

Mini assignment: Analysis of monthly rainfall

Berenson Ch 7

• Demonstration models
• Practice exercises
• Wiki definitions

Case study presentation

Hypothesis testing

• standards of significance
• sample size needed for standard of confidence

• Demonstration models
• Expand road map with mind map for hypothesis testing
• Practice exercises
• Wiki definitions

Case study presentation

• z
• t
• chi square

• Develop check list for circumstances where specific tests apply
• Practice exercises
• Wiki definitions

Project report due

Test 2

Project feedback

Course review and completion

Consultation

Final results

Consultation week

Consultation week