Marketing and Communication Information and Decision Making - 2018

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 2017: SP3
  • Availability for 2018: SP3
  • Assessment: Assignment 1 - Minor (Individual) (15-25%) , Assignment 2 - Major (Group) (30-40%) - Learn more

Unit provided by

2018 Fees
Domestic 3,070.00
Domestic continuing 1,465.00
HECS 1,368.00
International 3,320.00
International continuing 1,715.00

Tuition fees are reduced for continuing registered SWI students.
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This unit examines the information and decision making in which organisations most commonly engage in to develop effective marketing. The content reflects key information areas that companies invest most of their market research budget.
It also imparts understanding and practical experience in critical aspects of research information and decision making in contemporary business contexts. Trends in marketing research, internal company market information strategies and information challenges posed by international and emerging markets are explored.

The use and interpretation of data generated from popular areas of contemporary market research and other research activities that support marketing and communication functions are covered.

Students who successfully complete this unit 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 fulfill 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 — Minor (Individual) (15-25%)
  • Assignment 2 — Major (Group) (30-40%)
  • Invigilated Exam — Individual (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.

Students must have completed 14 units (175cps) prior to enrolling into this unit

This unit addresses the following topics.

1Improving customer satisfaction and service quality
2Measuring and improving brand health
3Retail audits for effective portfolio, category management and channel strategy
4Understanding consumer attitudes and behaviour
5Idea generation for products and communications
6Developing and improving product offerings
7Effective promotions
8Evaluating advertising impact
9Developing prices
10Outlet design and merchandising formats
11Effective market segmentation

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.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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