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.

FacultyFaculty of Business, Economics and Law

Credit points15

Subject Co-ordinatorElaine Plant

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/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.

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing ResearchPrescribedBurns, A.6TH EDN., PRENTICE HALL, 2010

Subject options

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Start date between: and    Key dates

Melbourne, 2014, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorElaine Plant

Class requirements

Computer Laboratory Week: 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."

Seminar Week: 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 elementComments%
class tests totalling 2.5-hours40
one 2,500-word individual major assignment40
one group class presentation/case study analysis; 2-3 students per group1000-words equivalent per student20

Melbourne, 2014, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorElaine Plant

Class requirements

Seminar Week: 36 - 43
One 3.0 hours seminar other recurrence on weekdays during the day from week 36 to week 43 and delivered via face-to-face.

Computer Laboratory Week: 36 - 43
One 3.0 hours computer laboratory other recurrence on weekdays during the day from week 36 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments%
class tests totalling 2.5-hours40
one 2,500-word individual major assignment40
one group class presentation/case study analysis; 2-3 students per group1000-words equivalent per student20