ANU - STUDYAT - Marketing Research

Offered By:

School of Mgt, Marketing & International Business

Academic Career:

Undergraduate

Course Subject:

Marketing

Offered in:

First Semester, 2010

Unit Value:

6 units

Course Description:

Students will be introduced to the marketing research process and the design of effective marketing research projects using case examples along with past research projects and industry examples. The course provides students with a practical applied introduction to the marketing research process and how this translates into marketing tactics and decisions emphasising;

the scope and methodology of applied marketing research in marketing decision making
developing knowledge and practical skills to plan, implement and report marketing research projects
translating a management problem into a research oriented problem, including the development of research objectives and hypotheses
providing students with the skills to be able to integrate marketing research concepts to analyses of individual customers and the market
To enable students to undertake research design, data collection methods, sample design, analysis of exploratory data and interpretation of findings.

Learning Outcomes:

Build knowledge to confidently communicate ideas in client language related to research findings. Improving written and oral skills to confidently and competently communicate through discussions related to research and express personal view points. Confidently and sympathetically evaluate work and ideas presented by your peers. Be able to work efficiently and effectively in a team environment to achieve specific outcomes. Further develop skills in finding and accessing information effectively and evaluating its quality and relevance.

Workload:

At least three contact hours per week

Areas of Interest:

Marketing

Requisite Statement:

STAT1008 Quantitative Research Methods or STAT1009 Business Statistics, and completion of or concurrent enrolment in MKTG2004/1004/BUSN1004/2010 Marketing

Prescribed Texts:

Malhotra, Naresh K. Marketing Research: An Applied Orientation (5th Edition)

Preliminary Reading:

No change

Other Information:

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2001

Marketing Research MKTG2001 - Details