A Group Decision-making Technique in the Marketing Project Team Case Study - 25

A Group Decision-making Technique in the Marketing Project Team - Case Study Example More importantly, the project team would have employed a critical analysis technique in decision making. This means that the group members should have lost their individuality and the possible psychological intimacy barriers that would have existed among them and as a result give objective critique to the contributions of each member. Moreover, the project group should have come up with criteria for evaluating the decisions made (Chen and Kyaw-Phyo 37). This is important because it would have enabled the most creative ideas which were in conformity with the needs of the client company to be included in the final decision about the design and presentation of the advertisement. The technique of evaluation in decision making would have also helped the group to select the best idea through a group cohesion approach and equal participation in the evaluation and decision making. As a result, dissimilarity would have been achieved in the implementation of the decision. Collaborative communication would have been employed by the project team to ensure effectiveness and conformity of the marketing idea with the norms and needs of the client company. Active participatory communication should have also been used by the project team (Lee 210). This means that all members of the team should have been given a chance of communicating their idea elaborately and hence leading to the evaluation process. Participatory and collaborative communication should have been used by the group in the evaluation process so that the teamwork process would have cohesively reached the idea that was in conformity with the set criteria and purpose of the project. Because active participation in communication was not used, it was only Conner who had the chance of communicating his idea to the team. Derek was passive in the communication process and as a result, his idea of the advertisement was not presented to the group regardless of the fact that this idea was very congruent with the needs of the client and the image the company wanted to portray to the market.