Students will be introduced to the marketing research process and the design of effective marketing research projects and how this translates into marketing tactics and decision making.

Learning outcomes

On satisfying the requirements for the market research minor, students will have the knowledge and skills to:

-define, explain and illustrate marketing concepts, including the marketing mix, and their application to profit oriented and non-profit organisations;

-design and undertake a basic marketing research project;

-acquire and analyse data to make marketing decisions;

-identify appropriate marketing decision models to address common marketing problems;

-apply the principles of statistical modelling through the cycle of proposing a model, fitting it, criticising it, and modifying it;

-apply more advanced approaches such as multivariate techniques or generalised linear modeling to market research problems; and,

-successfully design and and plan the implementation of evidence-based marketing plans and strategies.