strategic information systems iv stv401t / b btip05 /...
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Corporate Affairs and Marketing (CA&M) Brand and Event Management
1
STRATEGIC INFORMATION SYSTEMS IV
STV401T / B
BTIP05 / BTIX05 - BTECH
DEPARTMENT OF INFORMATICS
LECTURE: 02 – (A)
DSS CONCEPTS & THINKING
By: Dr. Tendani J. Lavhengwa
lavhengwaTJ@tut.ac.za
Corporate Affairs and Marketing (CA&M) Brand and Event Management
Inspirational Quotes
• My personal quote:
“Always be a thought ahead. Do not fear the blank page, everything started
somewhere”
• Quotes to consider as inspiration:
"The reason I spend so much of my time doing science is that the whole point of
science is to help people resolve conflicting claims by saying: 'Show me the data.'" ~
Dean Ornish
• Your quotes?
???
LECTURE: 02 - DSS CONCEPTS & THINKING
Corporate Affairs and Marketing (CA&M) Brand and Event Management
1. Decision Making - multiple definitions
2. Decision structure and information system
3. Decision Making - Characteristics
4. Decision Making major disciplines
5. Who are the Decision Makers?
6. DSS Models
7. Simon's Four (4) Phases of the Decision-Making Process
8. Normative Decision theory
9. MSS technologies to support the Simon phases
10. Decision Making in the Digital Age
LECTURE: 02 - DSS CONCEPTS & THINKING
#. Start-up Items to discuss
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
1. Decision Making - multiple definitions
Decision Making definition...1:
• a process of choosing among two or more alternative courses of action for the purpose of attaining one or more goals (Turban, 2011)
Decision Making definition...2:
• an integral part of modern management
• Decision Making process can be regarded as check and balance system that keeps the organisation growing both in vertical and linear directions
Decision Making definition...3:
• The thought process of selecting a logical choice from the available options.
• When trying to make a good decision, a person must weight the positives and negatives of each option, and consider all the alternatives (businessdictionary)
Decision Style -
• The manner by which decision makers think and react to problems
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
2. Decision structure and information system
Supported by: Managerial decision making aspects (Bocij, 2015) with three levels: operational, tactical and strategic.
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
3. Decision Making - Characteristics
Groupthink
• Group members accept the solution without thinking for themselves
• - - can lead to bad decisions
Evaluating – “what-if’ scenarios
• - - may take time
Experimentation
• Using real systems
• Try it and see how well it works
• - - -may result in failure
Changes in decision making may occur continuously
• - - - this may take a long
Changes in decision making environment
• - - -quality may be impacted
Collecting information and analysing problem
• - - -takes time and can be expensive
• - - -difficult when to stop and make a decision
There may not be sufficient information to make intelligent decision
Too much information available - - -can lead information overload
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
4. Decision Making major disciplines
Behavioural Anthropology Law Philosophy Political Science Psychology Social Psychology Sociology
Scientific Computer Science Decision analysis Economics Engineering Hard science
• Biology • Chemistry • Physics
Management Science / Operations Research Mathematics Statistics
REM??? Decision Style - The manner by which decision makers think and react to problems
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
6. Who are the Decision Makers?
Individuals – at lower
managerial levels – in
small organisations
* * Examples – Who decides? * *
1. a client apples for a home / car load at the bank?
2. a user changes their ATM transfer limit?
3. a company responds/applies for a tender
4. ???
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
7. DSS Models
Static
• Describe a single interval of a situation
Dynamic
• Inputs are changed over time (5 years increase in revenue)
Models… A model is a simplified representation or
abstraction of reality. Models can represent systems or problems with
various degrees of abstraction.
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
7. DSS Models
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
7. DSS Models
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
7. DSS Models - Benefits
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
8. Simon's Four (4) Phases of the Decision-Making Process
Intelligence
Design
Choice
Implementation
Intelligence
Design
Choice
Implementation
Evaluation
Bocij (2015) refer to an additional phase: ‘Implementation’
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
8. Simon's Four (4) Phases of the Decision-Making Process - Detailed
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
9. Normative Decision theory
*Normative or prescriptive
decision theory:
• -is concerned with identifying the best decision to make,
• -modelling an ideal decision maker
• -who is able to compute with perfect accuracy and
• -is fully rational
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
11. Decision Making in the Digital Age
Sourced: Wessel (2001), Decision making in the Digital Age
Corporate Affairs and Marketing (CA&M) Brand and Event Management
LECTURE: 02 - DSS CONCEPTS & THINKING
10. MSS technologies to support the Simon phases
Corporate Affairs and Marketing (CA&M) Brand and Event Management
18
QUESTIONS & ENQUIRIES
LAVHENGWATJ@TUT.AC.ZA
LECTURE: 02 (A) – DSS CONCEPTS & THINKING
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