The Marketing Research course introduces students to the realm of marketing intelligence and the significance of data to marketers and to companies as an important foundation for planning marketing activities towards the creation of value for the firm. The course provides a comprehensive approach to contemporary marketing research principles and practices towards gathering, acquiring, appraising and applying evidence for decision making. The course covers recent online marketing research trends and developments in the area of relationship and experiential marketing, and their impacts on the quality of evidence and on marketing research applications. Its principal aim is to provide students with research and managerial knowledge, tools and skills for identifying, tackling, judging and using evidence to solve marketing problems in business.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
By the end of this course, students will be able to:
1. Explain the critical steps in defining a marketing decision problem
2. Appreciate the role of marketing theories in problem identification
3. Identify appropriate marketing decision models to address common marketing problems
4. Design and undertake a basic marketing research project
5. Acquire and analyse data to make marketing decisions
6. Produce an evidence-based marketing report
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 at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
Prescribed Texts
Marketing Research, 2014 (4e) by Hair, Lukas, Miller, Bush & Ortinau; McGraw-Hill Education
We also encourage students to register with the book’s companion online learning centre (OLC) at www.mhhe.com/au/hair4e for an engaging learning experience.
The book is available at the Co-op bookshop.
The eBook can also be purchased at the following:
Majors
Minors
Fees
Tuition fees are for the academic year indicated at the top of the page.
If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
- Student Contribution Band:
- 3
- Unit value:
- 6 units
If you are an undergraduate student and 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). You can find your student contribution amount for each course 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 |
|---|---|
| 2017 | $3660 |
- International fee paying students
| Year | Fee |
|---|---|
| 2017 | $4878 |
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 |
|---|---|---|---|---|---|---|
| 8100 | 24 Jul 2017 | 31 Jul 2017 | 31 Aug 2017 | 27 Oct 2017 | In Person | N/A |