• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Course subject Marketing
  • Academic career PGRD
  • Course convener
    • Dr Toni Eagar
  • Mode of delivery In Person
  • Offered in Second Semester 2017
    See Future Offerings

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)

Learning Outcomes

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 Information

You are not able to enrol in this course if you have previously completed MKTG7058.

Indicative Assessment

1. Group Project (40%)
2. Mid-semester Exam (20%)
3. Final Examination (40%)

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.


The 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

You are not able to enrol in this course if you have previously completed MKTG7058.



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.

6.00 0.12500
Domestic fee paying students
Year Fee
2017 $3852
International fee paying students
Year Fee
2017 $5130
Note: Please note that fee information is for current year only.

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.

The list of offerings for future years is indicative only.
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
9915 24 Jul 2017 31 Jul 2017 31 Aug 2017 27 Oct 2017 In Person N/A

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