Successful management of the marketing process requires effective information about consumers and the market. Marketing Research is a dynamic process linking consumers to marketers through information. The course is designed to develop your skills as a marketing decision maker. While some students may take on roles in marketing research many more will take on the role of marketing manager. The course is structured so as to provide students with a solid introduction to the marketing research process, and conducting and understanding research to obtain information to aid marketing decision-making. The emphasis will be on translating marketing concepts into context-specific operational decisions and actions using research methods and analysis.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Identify marketing problem(s) to assist in decision making;
- Choose the methodologies to acquire evidence in an ethical manner to address the marketing problem;
- Retrieve primary and secondary data to solve the marketing problem;
- Establish the methodological quality, reliability and validity of the data collected;
- Integrate all types of relevant evidence towards finding solutions to the marketing problem;
- Find solutions to the marketing problem based on the integrated relevant evidence; and
- Produce an evidence-based marketing report to maximise the likelihood of effective implementation of solutions.
Work Integrated Learning
Projects
Practical (industry-related): Students work in groups (4-5 individuals) on a marketing project for an industry client. Students can select their own group and clients are allocated to each group on a first-come, first-served basis. The research project will consist of a report that relates to a real marketing problem (i.e., an empirical problem) that an industry, company, or small enterprise faces. Groups will endeavour to carry out their investigation using the theoretical knowledge and research techniques taught in this course to collect data and the best available evidence to come up with solutions that clients will use. The industry-related project is distinctive action research that is the Work Integrated Learning component of this course. Action learning features of the course drive a ‘student-centred’ and ‘learning by doing’ approach. The course facilitates student engagement with research via:
- A comprehensive introduction to the purpose of research through a problem-based approach.
- A research process to explain various methods that will be proposed through a marketing research proposal.
- Independent and team-based action learning and research using core marketing research concepts, theories, principles, research, and data analysis skills to write up the research report.
Other Information
This course was formerly known as the 7000-level course by the same name (MKTG7060 Applied Market Research). Students who have MKTG7060 in their Study Requirements are permitted to substitute with this course.
Indicative Assessment
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7]
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Additional information about the indicative readings (if any) will be made available via the Class Summary.
Assumed Knowledge
Knowledge of marketing and research methods and basic statistics
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee | Description |
|---|---|---|
| 2024 | $4680 | Standard Rate |
| 2024 | $3720 |
Grandfathered Rate*
*continuing students in nominated programs only. See fee website |
- International fee paying students
| Year | Fee |
|---|---|
| 2024 | $6000 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
Second Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 9091 | 22 Jul 2024 | 29 Jul 2024 | 31 Aug 2024 | 25 Oct 2024 | In Person | N/A |
