APPLIED MARKET RESEARCH

MKT5AMR

2014

Credit points: 15

Subject outline

In this subject students will learn to develop an ability to understand the role and scope of the marketing research activity within a firm, in both national and international settings and to engender confidence in critical thinking regarding decisions relating to marketing research practice. The relationship between marketing strategy and marketing research will be explored, with a view to highlighting the importance of aligning the research process with the required strategic marketing outcomes. Particular attention is paid to developing an understanding of commonly used research methodologies and of their application. Additionally, students will be presented with specific computer based tools for understanding and interpreting data in order to assist in managerial decision making.

Faculty: Faculty of Business, Economics and Law

Credit points: 15

Subject Co-ordinator: Elaine Plant

Available to Study Abroad Students: Yes

Subject year level: Year Level 5 - Masters

Exchange Students: Yes

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Special conditions: The Graduate School of Management has an expectaion of 80% attendance in all lectures. The University reserves the right to offer this subject in other modes including seminars, lectures, and block mode or modes using electronic technologies. When offered in different modes, assessment schemes may also be varied.

Learning resources

Readings

Resource Type	Title	Resource Requirement	Author and Year	Publisher
Readings	Marketing Research	Prescribed	Burns, A.	6TH EDN., PRENTICE HALL, 2010

Melbourne, 2014, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information:

Subject Instance Co-ordinator: Elaine Plant

Class requirements

Computer LaboratoryWeek: 18 - 22
One 3.0 hours computer laboratory other recurrence on weekdays at night from week 18 to week 22 and delivered via face-to-face.
"Please note students should attend both computer labs and seminars scheduled during this study period W18-22.Please refer to timetable for days, times and locations."

SeminarWeek: 18 - 22
One 3.0 hours seminar other recurrence on weekdays at night from week 18 to week 22 and delivered via face-to-face.
"Please note students should attend both computer labs and seminars scheduled during this study period W18-22. Please refer to timetable for days, times and locations."

Assessments

Assessment element	Comments	%
class tests totalling 2.5-hours		40
one 2,500-word individual major assignment		40
one group class presentation/case study analysis; 2-3 students per group	1000-words equivalent per student	20

Melbourne, 2014, Semester 2, Day