Introduction to the Module

Business Decision
Making for
Marketing and
Events

Business Tutorial 1 and the Business report

Introductions
 What is Business Decision Making
for Marketing and Events? Event Manag
er (Bespoke e
p o rt s N u tr itio n C o m pe lo vents) (edited
d M a n ag er – S e ss is a global organ )
Assistan t B ra n cr eated b us in intelligence. W is a tion specialisin
ith in a n ew ly e g in publishing
on sits w enthusiasts and are currently lo
This ABM positi n u trition fo r bo th g ym M a n a g e r to manage appr o k in g fo r a (Bespoke) Ev
a nd
g in s po rt s M a na g er , ox imately 200 e e n ts
specialisin e Marketing Responsibilit
an ce a th le te s. Reporting to th na g e y o ur o w n ies and Duties vents per yea
r
endur to lea d an d m a C re a ti o n of budgets for
lo ts o f sc op e ith in a n e a ch event… Ca
this role has true accountab
ility and w e
revenue delive
ry against eac refully monito
w o rk in g w ith d a ut on om y. W h r
projects; b ra ce s owne rs h ip an W ee k ly reporting to th e ve n t… Ongoing cost
h ic h e m ne a bl e e G c ontrol…
environment w r o rie n ta te d marketer, someo event basis…
W o
lobal Head of
E v en t o n e
um e d using tr ue rk across severa v e nt by
seek a very cons a rk e tin g plans develope spreadsheets
… O
l complex P&L
le n t m a nd n s it e documentatio
to deliver excel e t in sight, driving b
oth brand Production of
sp o n production…
m e r a n d m a rk n s or d e liv e ra bl
c o n su on s ite schedule for e es … Produce a deta
.  ach event, co iled
business growth speakers, spon
sors and deleg n si dering all staff,
overall respon ates … Post-e suppliers,
  s ib ve n t
file t – doesn’ t ility for collation of w ra p up –
Candidate Pro h av e an interest in spor evaluation form
a n
final attendee
s m u s t a passio n ! a ly s is , thank you em lis t,
Candidate reconciliation…
•
w ha t sp o rt or if it is a hobby or m ar ke tin g ails, budget
matter as p ar t of a R eq u irements: 
rience working
• 1-2 years’ expe e nv iro n m e nt . P a s si o n for operation
hin a brand ions and Abili
team, ideally wit m er at the he ar t of d ec is ty to manage
al excellence
th e co n su bu dg
• Ability to put Excellent com ets and adjus
t the executio
n da tio n s. b u ild m u n ic a to r nal elements
recomme ti pl e data sou rc es to E xc ellent plannin
re t m ul g & time managem
• Ability to interp tio n s and plans. Ability to lead, ent
t, re co m m e nd a r an d pa c e. m a n a g e , e ng a
in s ig h e of ri go u A bility to use in ge a nd motivate a
the right balanc itiative in challe team to deliver
• Ability to achieve a n tin g to w in , a nd hi g h so lu ti o n o rie n tated
n gin g ci rc u m s ta
and w nces and be
• A bias for action ce . Analytical skil
ls
el le n older Prov to assess the su
standards of exc ki lls a nd effective stakeh en track record ccess of each
in te rp e rs o n al s o f d e live event
• Stro n g measurable o ri ng against cha
u tc omes and over lle nging
management. coming obsta
cles
What is Business Decision Making
for Marketing and Events?
• ‘Evidence-based decision making’ – what is this?
• The rise of data:
o Increasing numbers of personal and business devices, and online
activity, generating data at relatively low cost
o Increasing ability to store and handle large volumes -
i.e. ‘big’ data – via cloud and warehousing
o Competitive advantage of the ability to use data
o BUT – issues with privacy, ethics e.g. GDPR
• What does this mean for you?
o Ability to use, handle, and interpret data - and develop
recommendations – for your CV
o Those who are good at this tend to earn more
o You need these skills for level 2 research methods modules – and
many level 3 ‘dissertations’
 Statistics Business Report prep Assessment
Week Date Statistics Lecture Business Tutorial
Tutorial (Business Tutorial) deadlines
1 22/1/18 Introduction + Intro to SPSS Intro to the module and Intro to the  
Descriptive Statistics the business report assignment brief
2 29/1/18 Normal distribution Descriptive Data sources, data Understanding the  
Statistics gathering, data cleaning assessment criteria
3 5/2/2018 One-sample t-test Normality GDPR and ethical issues in Ethics section in your  
handling business data business report
These
4 business tutorials
12/2/2018 Critical focusOne-sample
Path Analysis on: t- One-sample t-test and Net Business report  
1) Content introduced in the
and Gantt charts test Promoter Score (NPS) structure and NPS
5 19/2/2018 Independent t-test IN-CLASS Critical Path Analysis and CPA and Gantt charts In-class test in
previous week’s lecture – and ONLINE TEST 1 Gantt charts in M&E in your business stats tutorial
how it is applied in marketing report
6 26/2/2018 Paired t-test Independent t- Independent t-test and Segmenting your  
and events test market segmentation conference attendees
2) The Business Report
7 5/3/2018 Probability/ Decision Paired t-test Paired t-test and Interpreting surveys  
trees marketing/ events over time
(component B of assessment) experiments
8 – one
12/3/2018
aspectCorrelation
every week IN-CLASS Probability/Decision trees Q&A session In-class test in
ONLINE TEST 2 for targeting consumers stats tutorial
9 19/3/2018 Simple linear Correlation Correlation, causation and Making  
regression role of qualitative research recommendations
  26/3/2018-
13/4/2018 EASTER VACATION
10 9/4/2018 Chi-squared test of Simple linear Simple linear regression, Using your NPS scores  
association regression big data and using NPS in the business report
11 16/4/2018 Time series IN-CLASS Chi-squared test and Using your other In-class test in
ONLINE TEST 2 survey data survey data in the stats tutorial
report
12 23/4/2018 Business report Chi-squared + Business report formative Writing your executive  
support session time series feedback summary
  30/4/2018 Assessment period       Business
Report: 2pm
1/5/2018
What’s available on Moodle
• Moodle is your key resource for this module
o Lecture notes and computer lab workbooks
o Preparation for these business tutorials
o Module handbook
o Assessment brief
o Reading/resources list – for videos, papers and useful books
o Staff contact details
o Look out for announcements via student email
Assessment
• Component A – 50% of module mark
o Three ‘Dewis’ online tests will be conducted in the computer lab
tutorial over the course of the module
o Talk to the stats team in computer lab tutorials about these

• Component B – 50% of module mark

o The Business Report - 1200 words
o Analysing a small data set (available in the Assignments folder) of
surveys evaluating a social media marketing conference that has
taken place over three years
o Talk to your tutor in these business tutorials about this
o See the next slide for the brief
Component B: The Business Report
• You are required to prepare an individual business report
summarising the data used, methods of analysis, key
conclusions and subsequent recommendations for
development of a future event and data collection for that
event, as a result of analysis of a supplied dataset for
previous events. This typifies the kind of report that
managers produce to justify their requests for budget and
other resources.

• For 2018, the topic of this Business Report is ‘Evaluating

the Social Media for Marketers conference, and
providing recommendations for the next conference’.
 N.B. Word
counts are
Structure of the report guidelines only

1. Title
2. Executive summary (c.100 words) – see final business tutorial for how to write this
3. Contents
4. Figures List
5. Introduction (c.200 words) – the purpose of the report/ background information
6. Methods (c.200 words) – the analysis methods you used on the data
7. Results (c.200 words) – key findings from your analysis
8. Ethical issues (c.100 words) – any ethical issues in how the data was collected
9. Discussion (c.200 words) – your conclusions from your analysis
10. Recommendations for the next conference and future research (c.200 words) –
including any recommendations for the format and content of the next conference,
critical path analysis for organising the next conference (diagram), and
recommendations for how to collect data about the conference in future
11. References
12. Appendix (only expected to include any additional data you feel necessary to
support your argument elsewhere)
 Marking criteria: in full in assessment brief
% Descriptor Criteria
  Assessment Choice of data used, Critical approach to Quality of discussion Quality of Standards of literacy,
criteria/ and analysis of the the data, including recommendations for future structure and
weighting  data ethical issues events, data collection, and presentation, including
Grading (25%) (20%)   planning ( 25%) referencing (10%)
level (20%)

90- PASS Outstandingly Outstanding Discussion provides Clear and appropriate Highest standards of
100 Outstanding thorough and rigorous evaluation of the an outstandingly recommendations given for literacy and professional
  analysis of the data strengths and robust and concise both the next conference presentation, following
provided. Outstanding weaknesses of the synthesis and and future data collection. the structure specified in
choices in which data data and data interpretation of Outstanding originality of the brief. Outstanding use
to use and how. gathering methods, your data analysis, thought, using a critical of external sources,
Outstanding insight including ethical supported by approach and external referencing that conforms
and understanding of issues. evidence from your sources to develop precisely to UWE Harvard
relevant statistical   analysis. recommendations. requirements.
tools. 23-25 marks 18-20 marks 18-20 marks 23-25 marks 9-10 marks

80-89 PASS Exceptionally thorough Exceptional Discussion provides Clear and appropriate Highest standards of
Exceptional and rigorous analysis evaluation of the an exceptionally recommendations given for literacy and professional
of the data provided. strengths and robust and concise both the next conference presentation, following
Exceptional choices in weaknesses of the synthesis and and future data collection. the structure specified in
which data to use and data and data interpretation of Exceptional originality of the brief. Exceptional use
how. Exceptional gathering methods, your data analysis, thought, using a critical of external sources,
insight and including ethical supported by approach and external referencing that conforms
understanding of issues. evidence from your sources to develop precisely to UWE Harvard
relevant statistical   analysis.  recommendations. requirements.
tools. 20-22 marks 16-17 marks 16-17 marks 20-22 marks 8 marks

70-79 PASS Excellent and rigorous Excellent evaluation Discussion provides Clear and appropriate Excellent standards of
Role of tutorials – and your role
• Every tutorial builds towards your assessment
o Understand the key tools, techniques, theories
o Practice applying to real world scenarios
o Use feedback from tutor in sessions to improve your work on
your business report

• Your role
o Prepare: allows us to focus on practical application and answer
your questions in class, instead of reading the materials in class
or missing the preparatory video

Less time reading in class = more feedback

See you next week!