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 subject 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 concepts into context-specific operational decisions and actions using analytical, qualitative, quantitative, and modelling techniques. The aim is to link theory to practice and practice to theory, and stresses good marketing as analytical and data driven.
To reach the learning outcomes, the course covers five main areas:
1. Research problem and Research Question (identifying needs to research question development)
2. Research design (including selection of qualitative and/or quantitative methods- from sampling to data collection and experimental methods that would require students’ reflexive position as both researcher and respondent)
3. Data preparation and analysis (quantitative and qualitative methods of analysis)
4. Marketing research report presentation and communication (transform the results into information as evidence for decision making)
5. Incorporating and implementing marketing research as part of Customer relationship management (managing customer value with marketing research)
Upon successful completion, students will have the knowledge and skills to:Upon successful completion of the requirements for this course, students will be able to:
- 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; and
- Produce an evidence based marketing plan.
Other InformationYou are not able to enrol in this course if you have previously completed MKTG7058.
Indicative Assessment1. Group Project (40%)
2. Mid-semester Exam (20%)
3. Final Examination (40%)
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WorkloadThe average student workload for this course is 10 hours per week. For on-campus students this includes time spent in scheduled classes and self-directed study time.
Requisite and Incompatibility
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:
- 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.
Offerings and Dates
|Class number||Class start date||Last day to enrol||Census date||Class end date||Mode Of Delivery||Class Summary|
|9915||24 Jul 2017||31 Jul 2017||31 Aug 2017||27 Oct 2017||In Person||N/A|