Data, Information and Knowledge MARS601 (ADVT611, MKTG611, RETL611, SALE611) Semester Two 2016 PAPER STUDY GUIDE The image part with relationship ID rId12 was not found in the file.2 Contents Welcome to Data, Information and Knowledge.....................................................................................3 Paper information ..................................................................................................................................3 Pre-requisite/Co-requisite/Restriction requirements........................................................................3 Paper aim ...........................................................................................................................................3 Learning outcomes.............................................................................................................................3 Content...............................................................................................................................................4 AUTonline programme organisation......................................................................................................4 Required texts and recommended reading............................................................................................4 Weekly programme................................................................................................................................4 Assessment information ........................................................................................................................4 Extensions and other Special Consideration Applications (SCAs) ......................................................5 Assessment structure.........................................................................................................................5 Reconsideration .................................................................................................................................5 Exam schedule....................................................................................................................................5 Pass requirements..............................................................................................................................5 Assessment event details ...................................................................................................................63 Welcome to Data, Information and Knowledge You are expected to read the contents of this study guide, also available on Blackboard (AUTonline) under "All My Courses". This paper runs for 12 weeks, and has one lecture and one studio per week. Students will be required to supplement their lecture/studio attendance with 6 hours of self-study per week. This is a level 6 paper, worth 15 points. Rooms can change at the last minute and are not listed in the paper study guide. Refer to arion.aut.ac.nz for your current timetable AND to your paper's page on Blackboard (AUTonline) for any room changes/updates. Teaching team and contact details: Paper Coordinator Phone Email Office hours Assoc. Prof. Ken Hyde Extn. 5605 [email protected] By appointment Lecturers: Dr Marilyn Giroux Dr Eunjoo Han Assoc. Prof. Ken Hyde Prof. Roger Marshall Teaching assistants: Rafael San Jose Iglesias [email protected] Vrinda Soma [email protected] Brie Stafford-Bush [email protected] Becky Truong [email protected] Paper information Pre-requisite/Co-requisite/Restriction requirements MARS501 Paper aim An in-depth examination of how data can be researched, investigated, connected and applied in order to build knowledge to inform effective decision-making by organisations, consumers and shoppers in an omnichannel environment. Learning outcomes By the end of this paper, the student will be able to: 1. Apply research processes and alternative modes of enquiry to the solving of problems in an omnichannel world 2. Identify and utilise data sources effectively 3. Appreciate value of data to derive market insights 4. Recognise how data enables effective decision making through the creation and acquisition of knowledge4 Content • Research process • Sources of data for decision making • Understanding markets and consumers through data • Integrating data from multiple sources • Analysis and presentation of data • Turning data into insights for decision making in marketing, advertising, retailing and sales AUTonline programme organisation Details of all papers, major requirements, full paper descriptors, exam schedules (mid semester and final), assessment forms, semester timetables and all other information relevant to current students can be found on Blackboard (AUTonline) (http://autonline.aut.ac.nz) under: "My Organisations" Business Undergraduate Programme Information Required texts and recommended reading You are required to undertake the weekly BACKGROUND study specified in MARKET INSIGHTS Organisation on AUTOnline, prior to each lecture. The background study includes reading, videos, practical exercises and self-study questions Weekly programme Week Topic Lecturer 1 Where do I begin with data? Ken Hyde 2 When words count Ken Hyde 3 Numbers in science Ken Hyde 4 Where to start? – secondary data, AC Nielsen, Roy Morgan Ken Hyde 5 How data is useful – market analysis, misuse of statistics Eunjoo Han 6 Tool I Eunjoo Han STUDY BREAK 7 Tools II Eunjoo Han 8 Presenting data Marilyn Giroux 9 Sources of data – experimental design, google analytics, Facebook metrics Marilyn Giroux 10 Metrics and models Roger Marshall 11 Big data Roger Marshall 12 The future Ken Hyde Assessment information All students should obtain a copy of the Business Programmes Assessment & Study Handbook which includes information on: • Academic Integrity • Attendance Protocol • Assignments (Format, Presentation, Referencing, Submission) • Exams (Regulations, Schedule) • Assessment (Return of Assessments - Handback, Uncollected Assessments, Reconsideration) • Results 5 This handbook is available online from "My Organisations" on Blackboard (AUTonline) (http://autonline.aut.ac.nz) Please note: Assessments may be copied and kept for moderation and programme administration purposes. Presentations may also be videoed. Extensions and other Special Consideration Applications (SCAs) Students may apply for an extension or for special consideration where there are exceptional circumstances. The SCA form is available from your programme organisation on Blackboard (AUTonline) or your programme office. For assignment extensions please complete the SCA form prior to the assessment due date. Submit the form to [email protected], or the Student Information Centre on WF1. For Special Consideration Applications for exams or tests please complete the SCA form and submit to [email protected] or the Student Information Centre on WF1. Assessment structure Item % of mark allocation Group/individual Due date Group research assignment 30% Group 30 September Integrated group project 20% Group 21 October Final Exam 50% Individual TBA – See AUTonline for details Reconsideration You are entitled to make a formal request for reconsideration of marks in cases where you believe your assessment work has not been marked in accordance with published marking criteria. This request can only be made when assessed work is returned, or during handback. There is a strict process to follow – refer to the Assessment and Study Handbook for details. Note that, where assessments have been submitted electronically, you normally only have 24 hours from the time the graded assessment is made available on Blackboard to apply for reconsideration. Exam schedule All exam schedules are available on Blackboard (AUTonline), under "My Organisations", via the Exams & Handback tab. Visit the student computer kiosks on WF1 and WF7 to view the schedules, or go to Blackboard (AUTonline) (http://autonline.aut.ac.nz). Pass requirements Students are expected to attempt every assessment event. In order to gain a pass in this paper you must obtain at least 50% overall in the paper. 6 Assessment event details Assessment 1: Group Research Assignment Due date 12 noon, Friday 30 September (Week 9) Weighting 30% Type Group assignment Length 3000 words excluding references and appendices Submission Hardcopy to the assignment posting box, WF1 Requirements Students will work in teams of 4 or 5. You should select team-mates who attend the same Studio session as you. As a team, you will design and conduct a small research project involving the collection of secondary and primary data, and write a report of your findings. Choose one of the projects provided. Note – do not contact the client organization. Limit your primary data collection to a maximum of 40 participants. At each step during the assignment work (e.g. writing research objectives, designing data collection), seek the advice and approval of your Teaching Assistant or the Course Coordinator. Over the course of the semester, your team will: 1. Specify a research problem, and write research objectives 2. Gather secondary data to address the research problem 3. Design a small primary data collection project – for example, a focus group or survey. Your research should be limited to a student sample, with a maximum size of n=40 4. Analyse your data 5. Prepare a MARS research report, including recommendations. (See the suggested report structure attached). Programme learning goals 2. Be knowledgeable in their major field(s) of study 3. Be critical enquirers and creative problem solvers 6. Be effective communicators Paper learning outcomes 1. Apply research processes and alternative modes of enquiry to the solving of problems in an omnichannel world 2. Identify and utilise data sources effectively 3. Appreciate value of data to derive market insights 4. Recognise how data enables effective decision making through the creation and acquisition of knowledge7 Assessment 2 – Integrated group project Due Date: 12 noon, Friday 21 October (Week 12) Weighting: 20% Type: Group assignment Length: 2500 - 3500 words Submission: Submit to Turnitin on MARS601 Requirements: For this assignment you will be in teams of 4. Your team will need to make up a business that does not currently exist and write a social media plan for that business. This assignment is a cross-paper assignment which is worth 20% of your marks in MARS601, 20% of your marks in MARS602, and 20% of your marks in MARS603. A full assignment brief will be uploaded to AUT Online within the first two weeks of semester. This team project report consists of nine sections. Two of those sections count as marks towards paper 601; two count as marks towards paper 602; two sections count as marks towards paper 603; three sections are "integrated sections" and count as marks towards all three papers. SECTION COUNTS TOWARDS 1. Vision and goals – Your market All papers 2. Social media tools analysis 602 3. Business analysis 602 4. Online customer analysis 601 5. Competitor analysis 601 6. Social media strategy 603 7. Monitoring / measurement activities 603 8. Risk management All papers 9. Presentation and logical reasoning All papers Your team will be marked on its performance in all nine sections of the report. If you are a student of just paper 601, concentrate your efforts on sections 1, 4, 5, 8 and 9 as this is where you will gain your marks, and this is where you can help your team out the most. If you are a student of just paper 602, concentrate your efforts on sections 1, 2, 3, 8 and 9. If you are a student of just paper 603, concentrate your efforts on sections 1 and 6-9. Project teams will sign a "group contract" regarding issues such as participation, contribution and absences. Teaching assistants will keep a record of team member attendance during project work, in the weekly workshops.8 Programme Learning Goals: 2. Be knowledgeable in their major field(s) of study 3. Be critical enquirers and creative problem solvers 6. Be effective communicators Paper Learning Outcomes: 1. Apply research processes and alternative modes of enquiry to the solving of problems in an omnichannel world 2. Identify and utilise data sources effectively 3. Appreciate value of data to derive market insights 4. Recognise how data enables effective decision making through the creation and acquisition of knowledge Assessment 3: Final exam Exam date All exam schedules are available on AUTonline (http://autonline.aut.ac.nz) under "My Organisations", via the Exams & Handback tab. Weighting 50% Type Exam Length 3 hours, plus 10 minutes reading time Programme learning goals 2. Be knowledgeable in their major field(s) of study 3. Be critical enquirers and creative problem solvers 6. Be effective communicators Paper learning outcomes 1. Apply research processes and alternative modes of enquiry to the solving of problems in an omnichannel world 2. Identify and utilise data sources effectively 3. Appreciate value of data to derive market insights 4. Recognise how data enables effective decision making through the creation and acquisition of knowledge