mkt5amr applied market research
APPLIED MARKET RESEARCH
MKT5AMR
2015
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.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorMarthin Nanere
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 There is 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 (7th edition) | Prescribed | Burns, A.C and Bush, R.F (2014) | Prentice-Hall, Upper Saddle Rvr |
Graduate capabilities & intended learning outcomes
01. Demonstrate the role of marketing research in the marketing function.
- Activities:
- Lectures and computer lab
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking)
02. Integrate the nature, functions and difficulties inherent in selected marketing research techniques.
- Activities:
- Lectures and computer lab
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Inquiry and Analytical Skills(Critical Thinking)
03. Recognise the degree of expense and effort required to gather primary data as compared with the ease of acquiring secondary data.
- Activities:
- Lectures and computer lab
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Inquiry and Analytical Skills(Critical Thinking)
04. Examine and evaluate data gathered. Demonstrate an ability to use basic statistical technique for data analysis.
- Activities:
- Lectures and computer lab
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Inquiry and Analytical Skills(Critical Thinking)
- Personal and Professional Skills(Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
05. Compare and contrast analysis and applications for Market Research and Big Data research.
- Activities:
- Lectures and computer lab
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy)
- Inquiry and Analytical Skills(Critical Thinking)
- Personal and Professional Skills(Teamwork including leadership and working in groups)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
Select to view your study options…
Melbourne, 2015, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine 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 | % | ILO* |
|---|---|---|---|
| class tests totalling 2.5-hours | 40 | 01, 02, 03, 04, 05 | |
| one 2,500-word individual major assignment | 40 | 01, 02, 03, 05 | |
| one group class presentation/case study analysis; 2-3 students per group | 1000-words equivalent per student | 20 | 02, 03, 04, 05 |
Melbourne, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Computer LaboratoryWeek: 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.
SeminarWeek: 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.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| class tests totalling 2.5-hours | 40 | 01, 02, 03, 04, 05 | |
| one 2,500-word individual major assignment | 40 | 01, 02, 03, 05 | |
| one group class presentation/case study analysis; 2-3 students per group | 1000-words equivalent per student | 20 | 02, 03, 04, 05 |