Course Title: Marketing Research

Part A: Course Overview

Course Title: Marketing Research

Credit Points: 12


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1104

City Campus

Postgraduate

625H Economics, Finance and Marketing

Face-to-Face

Sem 2 2006,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017

Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1395

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JanJun2017 (KP2)

MKTG1395

RMIT Online

Postgraduate

625H Economics, Finance and Marketing

Internet

JulDec2017 (KP6)

Course Coordinator: Dr Kieran Tierney

Course Coordinator Phone: +61 3 9925 5742

Course Coordinator Email: kieran.tierney@rmit.edu.au

Course Coordinator Location: Building 80, Level 10, Room 23

Course Coordinator Availability: By appointment via email.


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study and/or Co-requisite
008994 - Marketing Management (MKTG1100/MKTG1295 or equivalent course code)
008995 - Consumer Behaviour (MKTG1101)


Course Description

Marketing Research focuses on developing knowledge and skills that are practical in nature, yet grounded in theory. In this course, you will concentrate on learning theory to assist in applying appropriate tools and techniques, diagnosing suitable methods and approaches, and applying these to a contemporary workplace situation. The overall objective of the course is to provide you with the capability to effectively plan and manage marketing research projects as well as conduct basic data analysis. The course also aims to provide a foundation for higher-level courses requiring quantitative and qualitative analysis.


Objectives/Learning Outcomes/Capability Development

-


On successful completion of this course you will be able to:

  1. Critique and propose how marketing research can be conducted and managed by both clients and suppliers for optimum results for stakeholders.
  2. Critically analyse the advantages and disadvantages of different types of research designs, data collection, and sampling methods.
  3. Design a marketing research plan that will achieve the research objectives of the organisation.
  4. Assess the overall quality of a marketing research project and its usefulness in the marketing decision making process.


Overview of Learning Activities

Instruction will involve a combination of seminar-style lectures, case studies, group discussion and exercises. Guest lecturers may be involved in providing industry perspective or specialist knowledge where appropriate. The case studies are an important aspect of the learning experience and will rely on self-directed learning and research as you work through each case. Applied knowledge will be developed through the case studies, class activities and exercises centred on research design, methods, analysis and application. To maximise potential value derived from this course active and constructive participation in group discussions is expected in addition to reading the prescribed texts and recommended articles prior to attending the lecture.


Overview of Learning Resources

Various learning resources are available online through myRMIT Studies\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.
Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact theBusiness Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.
Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.


Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 30%
Linked CLOs: 1, 2, 4
Assessment Task 2: 20%
Linked CLOs: 1, 2, 4
Assessment Task 3: 50%
Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.