APPLIED MARKET RESEARCH

MKT5AMR

2016

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.

School: La Trobe Business School

Credit points: 15

Subject Co-ordinator: Marthin Nanere

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: International Edition	Prescribed	Burns, A.C and Bush, R.F (2014)	7th Edition Pearson Education Limited, England

Graduate capabilities & intended learning outcomes

01. Demonstrate the role of marketing research in the marketing function.

Activities:: Lectures and computer lab

02. Integrate the nature, functions and difficulties inherent in selected marketing research techniques.

Activities:: Lectures and computer lab

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

04. Examine and evaluate data gathered. Demonstrate an ability to use basic statistical technique for data analysis.

Activities:: Lectures and computer lab

Melbourne, 2016, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information:

Subject Instance Co-ordinator: Marthin Nanere

Class requirements

Computer LaboratoryWeek: 10 - 22
One 1.0 hours computer laboratory per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

SeminarWeek: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment element	Comments	%	ILO*
class tests totalling 2.5-hours		40	01, 02, 03, 04
one 2,500-word individual major assignment		40	01, 02, 03
one group class presentation/case study analysis; 2-3 students per group	1000-words equivalent per student	20	02, 03, 04

Melbourne, 2016, Semester 2, Day