APPLIED MARKET RESEARCH

MKT5AMR

2021

Credit points: 15

Subject outline

In this subject you will explore the role and scope of the marketing research activity in the era of digital disruption/business in national and international settings. You will develop skills in critical thinking in the context of marketing research practice. The relationship between marketing strategy and marketing research will be explored to highlight the importance of aligning the research process with strategic marketing outcomes. Particular attention is paid to developing an understanding of commonly used research methodologies and their applications. Additionally, you will be presented with specific computer based tools for understanding and interpreting big data.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorMarthin Nanere

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveYes

Learning ActivitiesSeminars, workshops, research report, assignment

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

A Concise Guide to Market Research

Resource TypePrescribed

Resource RequirementN/A

AuthorMarko Sarstedt and Erik Mooi

Year2018

Edition/Volume3rd

PublisherSoringer Texts

ISBN9783662567067

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Marketing Research: International Edition

Resource TypePrescribed

Resource RequirementN/A

AuthorBurns, A.C and Bush, R.F

Year2019

Edition/Volume9th

PublisherPearson

ISBN9781292318042

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

Intended Learning Outcomes

01. Evaluate the role of marketing research in the marketing function.
02. Assess the nature, functions and difficulties inherent in selected marketing research techniques.
03. Recognise and formulate the degree of expense and effort required to gather primary data as compared with the ease of acquiring secondary data.
04. Demonstrate an ability to use advanced statistical techniques for data analysis.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMarthin Nanere

Class requirements

Computer LaboratoryWeek: 10 - 22
One 2.00 h 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 1.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

One 2,500-word individual applied assignment Each student has to do applied assignment using digital Asteroid database

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3, SILO4

One 2,500-word individual major assignment Each student has to write a proposal

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3

One group class presentation/final report; 1000-words equivalent per student 2-3 students per group.

N/AOtherGroupNo20 SILO2, SILO3, SILO4

City Campus, 2021, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMarthin Nanere

Class requirements

Computer LaboratoryWeek: 10 - 22
One 2.00 h 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 1.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

One 2,500-word individual applied assignment Each student has to do applied assignment using digital Asteroid database

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3, SILO4

One 2,500-word individual major assignment Each student has to write a proposal

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3

One group class presentation/final report; 1000-words equivalent per student 2-3 students per group.

N/AOtherGroupNo20 SILO2, SILO3, SILO4

Melbourne (Bundoora), 2021, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMarthin Nanere

Class requirements

Computer LaboratoryWeek: 31 - 43
One 2.00 h computer laboratory per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

SeminarWeek: 31 - 43
One 1.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

One 2,500-word individual applied assignment Each student has to do applied assignment using digital Asteroid database

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3, SILO4

One 2,500-word individual major assignment Each student has to write a proposal

N/AAssignmentIndividualNo40 SILO1, SILO2, SILO3

One group class presentation/final report; 1000-words equivalent per student 2-3 students per group.

N/AOtherGroupNo20 SILO2, SILO3, SILO4