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 TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing Research: International EditionPrescribedBurns, 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

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Start date between: and    Key dates

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 elementComments% ILO*
class tests totalling 2.5-hoursThis assessment will report on the Graduate Capability of Ethical behaviour.40 01, 02, 03, 04
one 2,500-word individual major assignmentThis 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 student2-3 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 elementComments% ILO*
class tests totalling 2.5-hoursThis assessment will report on the Graduate Capability of Ethical behaviour.40 01, 02, 03, 04
one 2,500-word individual major assignmentThis 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 student2-3 students per group. This assessment will report on the Graduate Capabilities of Creative problem solving, Critical thinking, Teamwork and Speaking.20 02, 03, 04