Course Title: Practice-Based Marketing Research Project

Part A: Course Overview

Course Title: Practice-Based Marketing Research Project

Credit Points: 24.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2010,
Sem 2 2010

Course Coordinator: Professor Francis Farrelly

Course Coordinator Phone: +61 3 9925 1475

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Completion of Part A and Part B of the program. i.e. completion of five core and three electives.

Course Description

This elective can be 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 this program. 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 or a 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. This elective is a 24 credit course, i.e. it is equivalent to two electives in work load.

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.

As above

Overview of Learning Activities

Students will undertake a minor thesis or a research project under the guidance of a academic supervisor.

Overview of Learning Resources

Will be provided by the supervisor.

Overview of Assessment

Overview of Learning Activities
Under the guidance of a nominated supervisor, students will undertake extensive and detailed investigations of marketing problems or issues, generally within an organisation. These investigations will involve literature review, primary or secondary research. An extensive research report of approximate 10,000 (or more) will be produced.

Overview of Learning Resources
Prescribed text, literature review, and input from supervisor

Overview of Assessment
Completion of a research proposal and final report.