| Semester 2, 2022 Online | |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Examiner:
Requisites
Pre-requisite: MKT1001
Overview
Marketing research helps businesses to grow, be competitive and resilient. It鈥檚 a science that involves skills and expertise in statistics, technology, metrics, research analysis, and research and development. Today most businesses are focused on understanding their markets, prospects and customers, building growth and remaining competitive in a dynamic environment. As such, managers need quality information for decision-making. Increasingly managers are viewing information not just as an input for making better decisions, but also an important strategic asset and tool. Research plays an important function in providing relevant, timely and usable information to facilitate informed decision making.
An understanding of the research process is important in making business decisions because it enables the decision-maker to be critical of information received. This course takes a practical and applied approach to business research. In this course students will be exposed to different research designs, explore the relationships between research questions and research designs, interpret data and turn raw data into useable, relevant and meaningful management information that can be used to facilitate management decision making.
Course learning outcomes
On successful completion of this course students should be able to:
- synthesise business and marketing knowledge, research concepts and theories;
- obtain, analyse and interpret data relevant to making evidenced based decisions;
- exercise judgement to recommend appropriate solutions for marketing and business issues;
- evaluate relevant ethical considerations in an impartial way;
- communicate clearly and concisely in presenting novel ideas to a range of audiences.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | The value of marketing research to business | 5.00 |
| 2. | Ethics in marketing research | 15.00 |
| 3. | Digital research | 20.00 |
| 4. | Primary research | 35.00 |
| 5. | Analysing, interpreting and presenting the results of data | 20.00 |
| 6. | Drawing conclusions to update management information | 5.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Essay | No | 25 | 1,2,3,5 |
| Report | No | 35 | 1,2,3,4,5 |
| Take home examination | No | 40 | 1,2,3,5 |