Marketing and Communication Information and Decision Making - 2016

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP3
  • Availability for 2017: SP3
  • Assessment: Assignment 1 - Individual (15-25%) , Assignment 2 - Group (30-40%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

This unit examines the information and decision making in which organisations most commonly engage in relation to developing effective marketing and communication. The content reflects the key information areas that companies invest most of their market research budget and managerial input into capturing, interpreting and auctioning. In this regard the Marketing and Communication Information and Decision Making unit imparts understanding and practical experience in critical aspects of research information and decision making in contemporary business contexts.

Initially the unit considers trends in marketing research, as well as internal company market information strategies, as well as the information challenges posed by international and emerging markets.

In terms of authentic learning experiences the unit provides training in the use and interpretation of data generated from the most popular areas of contemporary market research, including segmentation, brand health tracking, service quality and customer satisfaction, employee satisfaction and internal audits, retail audits, advertising and media research, as well as other research activities that support marketing and communication functions.

Marketing and Communication Information and Decision Making unit is fundamentally distinct from other Marketing Research units, and indeed Marketing Research textbooks, that focus primarily upon generic research processes and methodological considerations.

After successfully completing this unit, you will be able to:

  1. Demonstrate how marketing and communication managers can effectively manage research decision making, research stakeholder relationships and the research process to ensure best outcomes.
  2. Identify and describe  the information managers require in order to effectively fulfil marketing and communication functions.
  3. Evaluate the techniques used and the questions asked to generate the most commonly used marketing and communication information.
  4. Interpret the information generated for practical marketing and communication decision making and develop appropriate strategies and mixes.
  5. Communicate professionally and function effectively as an individual, and / or an effective member or leader of a team.
  • Assignment 1 — Individual (15-25%)
  • Assignment 2 — Group (30-40%)
  • Invigilated Exam — (35-55%)
For more information on invigilated exams see Exams and results

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Marketing Information management and organisational decision making
2Trends and the growing significance on marketing and communication information
3Overcoming information challenges posed by international and emerging markets

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.
This unit does not have a prescribed textbook(s).

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