Class Notes

Taught modules in airline operations, travel and tourism management, event management, and marketing.
Experience includes teaching airline business and tourism management.
Served as a public servant in Thailand.
Worked at Chiang Mai University for six years.
Involved in approximately 25 funded research projects.
Publications: Boone Scholar; research profile includes analytical and quantitative research using various quantitative approaches.
Contact details: email ID, phone number, office number. Consulting available on Mondays from 3 to 4 PM.

Decision making is spontaneous but requires evidence in business.
Examples of decisions: buying a motorcycle or watching a movie (potentially negative experiences).
Plans may not always go as expected, leading to blaming time, others, or oneself.
Two types of thinking:
- Rational thinking: based on evidence and data.
- Irrational thinking: based on mood and feelings.
In business, rational thinking is essential, using available data and information for decision-making.
The semester will cover tools and techniques for making decisions in business and professional life.
To make evidence-based decisions, one must know how to handle and analyze evidence, including numerical data.

Three hours of classes per week:
- One hour lectorial (lecture) for theoretical aspects.
- Two hours in the computer lab: one hour tutorial (demo) and one hour of lab work (assignments).
- All three elements are equally important.
Lectorials cover theories and frameworks for business research.
Practical applications and proposals will be discussed.
Students can use their own laptops or lab computers.

Two assignments:
- Individual report (applying own skills).
- Group presentation (easier task).
Details and breakdown of tasks to be provided in the next class and are available in the room for download.
Task 2 (group presentation) will be scheduled in weeks 11 and 12.
Module handbook and schedule available for download.
MS Office (Excel, Google Docs) required for assignments.
Blackboard access to be checked; content primarily on Moodle.

Stress: Arises when something prevents one from controlling or managing a situation.
Example: Being unable to drink coffee at the planned time due to a meeting.
Stress can lead to strong decisions, such as quitting a job.
Managing stress effectively is a crucial 21st-century skill.

Analytical skills are developed from school mathematics and basic analytics.
Data is becoming more complex, including numerical, qualitative, speech, and emojis.
AI can analyze images and videos.
The module aims to develop analytical skills, though not in extreme depth.

Evidence-based decision making in marketing and events.
Example: Investment, potential earnings, and sponsorship for gaming companies based on event data.
Brands like Nokia and BlackBerry failed due to not making strong decisions based on available evidence.

Support in developing analytical skills for business and level two research projects.
Developing findings into evidence-based recommendations.
Presenting findings in written and oral form.
Developing teamwork and presentation skills.

The module is part of a research spine.
Level 1: Data in society and decision making.
Level 2: Applying research methods.
Level 3: Applied business project, critical business inquiry project, enterprise project, and business project.
Graduate roles: Market researcher, management trainee, digital marketing manager, events manager, marketing consultant, sales manager.

Lectures, classroom tutorials, and computer labs.
Independent learning: Reading assignments and short assignments.
Assignments:
- Short business report (50% of marks).
  - Group presentation (50% of marks).
  - Deadline: Twelfth week of the course.

Three P approach: Prepare, Participate, and Practice.
Prepare: Self-learning, reading topics and assignments before class.
Participate: Active involvement in classroom activities, asking questions, and discussing with peers.
Practice: Applying what is learned to identify areas for improvement.