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 marketing concepts into context-specific operational decisions and actions using research methods and analysis.
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
- Produce an evidence-based marketing report to maximise likelihood of effective implementation of solutions.
Other InformationYou are not able to enrol in this course if you have previously completed MKTG7058.
- Typical assessment may include, but is not restricted to: online quizzes, short essay assignments, reflective pieces, proposals, presentations and oral defense and project reports. Further details will be made available via the Class Summary (100) [LO null]
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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. For on-line students this includes time spent reading, researching, studying and participating in on-line activities.
Requisite and Incompatibility
see class summary
Assumed KnowledgeKnowledge in marketing and research methods and basic statistics
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:
- 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.
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.