MMK265 - Marketing Research
Unit details
Year | 2017 unit information |
---|---|
Enrolment modes: | Trimester 1: Burwood (Melbourne), Online Trimester 2: Waterfront (Geelong), Online Trimester 3: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit chair: | Chris Dubelaar (Trimester 1), Nicholas McClaren (Trimester 2), Adnan Yusuf (Trimester 3) |
Prerequisite: | MIS171 plus either MMK277 or MMK101 |
Corequisite: | Nil |
Incompatible with: | Nil |
Contact hours: | Campus: 1 x 1 hour class, 1 x 2 hour seminar per week Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (recordings provided) per week |
Content
This unit illustrates the important role of marketing research in strategic decision-making. The marketing research process will be examined in detail including: problem identification; research design; questionnaire design; sampling; data collection; data analysis; and report preparation. A range of statistical analysis techniques will be discussed. Students will gain a sound understanding of how marketing research benefits the marketing function of an organisation. The main techniques used to gain information for marketing decision-making will be examined. This unit will provide a conceptual and practical base to further studies in marketing.
Assessment
Assessment 1 (Group of up to 4 students) Written assessment - Establish and provide a written report on the scope for a chosen market research project from a list provided or one chosen by the group (500 words) 10%
Assessment 2 (Group of up to 4 students) Written assessment - Set out the data collection and analysis requirements for the chosen market research problem identified in Assessment 1 (1000 words) 10%
Assessment 3 (Group of up to 4 students) Written assessment - Analyse the collected data as set out in the analysis plan in Assessment 2 (1000 words) 15%
Assessment 4 (Group of up to 4 students) Written assessment (10 minute presentation) Present the final report as if to the client, summarising all previous elements and adding interpretation and recommendations for a decision, 15%
Written examination (2 hours) Closed book, 50%
Hurdle requirement: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination
Unit Fee Information
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