APPLIED MARKET RESEARCH
MKT5AMR
2018
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 conditionsN/A
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
- 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)
Subject options
Select to view your study options…
Melbourne, 2018, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
Computer Laboratory
Week:
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.
Seminar
Week:
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.
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, 2018, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
Computer Laboratory
Week:
32
-
43
Eleven 2.0 hours computer laboratory per study period
on weekdays
during the day
from week 32 to week 43
and delivered via face-to-face.
Seminar
Week:
31
-
43
Twelve 1.0 hours seminar per study period
on weekdays
during the day
from week 31 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 |