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.
Application of knowledge and skills
Graduates with a minor in Market Research will demonstrate the application of marketing knowledge and skills:
- with initiative and judgment in planning, problem solving and decision making in professional practice and/or scholarship;
- to adapt knowledge and skills in diverse contexts; and,
- with responsibility and accountability for own learning and professional practice and in collaboration with others within broad parameters.
Learning Outcomes
- 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 modelling to market research problems; and
- Successfully design and plan the implementation of evidence-based marketing plans and strategies.
Relevant Degrees
Requirements
This minor requires the completion of 24 units, which must include:
12 units from the completion of the following compulsory courses:
MKTG2004 - Introduction to Marketing (6 units)
MKTG3001 - Marketing Research (6 units)
6 units from the completion of a course from the following list:
STAT2008 - Regression Modelling (6 units)
STAT2014 - Regression Modelling for Actuarial Studies (6 units)
6 units from the completion of a course from the following list:
STAT3015 - Generalised Linear Modelling (6 units)
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