APPLIED MARKET RESEARCH
MKT5AMR
2017
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: Global Edition | Prescribed | Burns, A.C., Veeck, A. and Bush, R.F. (2014) 8th ed. | 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
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
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)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
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)
- Personal and Professional Skills(Teamwork including leadership and working in groups,Ethical behaviour)
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)
Melbourne, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Marthin Nanere
Class requirements
SeminarWeek: 10 - 22
One 1.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Computer LaboratoryWeek: 11 - 22
One 2.0 hours computer laboratory per week on weekdays during the day from week 11 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| class tests totalling 2.5-hours | This assessment will report on the Graduate Capability of Ethical behaviour. | 40 | 01, 02, 03, 04 |
| one 2,500-word individual major assignment | This assessment will report on the Graduate Capabilities of Writing, Inquiry./Research, Disciplinary knowledge and Quantitative/Digital literacy. | 40 | 01, 02, 03 |
| one group class presentation/case study analysis; 1000-words equivalent per student | 2-3 students per group. This assessment will report on the Graduate Capabilities of Creative problem solving, Critical thinking, Teamwork and Speaking. | 20 | 02, 03, 04 |
Melbourne, 2017, Semester 2, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Clare D'Souza
Class requirements
SeminarWeek: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Computer LaboratoryWeek: 32 - 43
One 1.0 hours computer laboratory per week on weekdays during the day from week 32 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| class tests totalling 2.5-hours | This assessment will report on the Graduate Capability of Ethical behaviour. | 40 | 01, 02, 03, 04 |
| one 2,500-word individual major assignment | This assessment will report on the Graduate Capabilities of Writing, Inquiry./Research, Disciplinary knowledge and Quantitative/Digital literacy. | 40 | 01, 02, 03 |
| one group class presentation/case study analysis; 1000-words equivalent per student | 2-3 students per group. This assessment will report on the Graduate Capabilities of Creative problem solving, Critical thinking, Teamwork and Speaking. | 20 | 02, 03, 04 |