Course Title: Practice-Based Marketing Research Project

Part A: Course Overview

Course Title: Practice-Based Marketing Research Project

Credit Points: 24

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance & Marketing


Course Coordinator: Anthony Lowe

Course Coordinator Phone: +61 3

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course is one of the three courses undertaken in the final year of the Masters in marketing by course work program. Students will be able to build upon and refer to specific aspects of the theoretical frameworks that have been developed through the Graduate Diploma and other electives. These theoretical frameworks will contribute to the analysis of specific marketing issues and practices. Furthermore, this course will link the theoretical frameworks to practical applications.

The project can be:
A work based project Other project based on a specific marketing problem in an applied context.It should be noted that these projects tend to be more academic in nature. In other words, these investigations will contribute to the body of knowledge in marketing and suitable for publication in learned Journals. For example, formulation of a marketing plan for a product or brand is not a suitable type of project. The project, therefore, will involve a marketing problem that may be addressed by an investigative research and reporting.

Each student is allocated an academic supervisor who will provide guidance in defining the research project and act as a resource. However, students need to develop their own topic, undertaken their own investigation, and use available resources in the conduct of the investigation. Through this course, students are expected to develop their research skills and the ability to frame their own learning.

Objectives/Learning Outcomes/Capability Development

The aims of this course are:
To provide participants with a good understanding of business research methods;

To give students with practical experience in planning and conducting a well developed research investigation;

To build upon the knowledge and skills acquired through this Master’s program, so that they are able to use theoretical frameworks and analysis in practical situations.

Overview of Learning Activities

Students are required to participate in the Research Methodology Series (series’ guide will be provided separately), which introduces students to the process of carrying out quality research. This will include research techniques such as literature review, simulation, and empirical data analysis. Furthermore, the students will be able to design and develop their research proposals.

Under the guidance of their supervisors, students will undertake extensive and detailed investigations of marketing problems or issues, generally within an organisation. These investigations will involve literature review, primary and/or secondary research. An extensive research report of approximate 15,000 (or more) will be produced.

Overview of Learning Resources

Prescribed text:
Pallant, Julie (2001) SPSS Survival Manual: A step by step guide to Data Analysis using SPSS for Windows, Allen & Unwin

Zikmund, W.G. (2000), Business research methods, 6th ed, Hinsdale, Illinois: Dryden Press.

de Vaus, David A. (2001), Research Design in Social Research. London: Sage Publications.

Denzin, Norman K. and Yvonna S. Lincoln, Eds. (2000). Handbook of qualitative research. Thousand Oaks: Sage Publications. (2nd edition).

Siegal, S., and N.J. Castellan (1988), Nonparametric statistics for the behavioural sciences, New York: McGraw-Hill.

Tabachnick, B.G., and L.S. Fidell (1996). Using multivariate statistics, 3rd ed., New York: Harper Collins.

Yin, R.K. (1994). Case study research: Design and methods, 2nd Edition. Thousand Oaks: Sage Publications.

Overview of Assessment

Completion of a proposal and Report.