Course Title: Marketing Intelligence

Part A: Course Overview

Course Title: Marketing Intelligence

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


RMIT University Vietnam


830H School of Business and Management


Viet3 2017,
Viet2 2018

Course Coordinator: Phung Thanh Phuong

Course Coordinator Phone: +61 3 9925

Course Coordinator Email:

Course Coordinator Location: 2.2.40

Course Coordinator Availability: Mon - Fri

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

The importance of marketing research is growing in the current marketing environment. You will explore the nature and scope of marketing research, including where and how marketing research fits in with other aspects of marketing management. You will master the latest market research tools and learn to select the appropriate methodologies to conduct market research. You will learn to use the data gathered to get insights into your market, product, audience, competition. You will also learn to report the information in a fashion that facilitates generating a cohesive view of the company's market situation and enhances decision making

Objectives/Learning Outcomes/Capability Development

Students will have the ability to identify the research objectives for a firm and use relevant tools and methodologies for conducting market research. Students will be able to gather and analyse the data needed for making decisions in marketing and also be able to communicate and present the research findings. 

On completion of this course you should be able to:
CLO1 - Describe marketing research, what kinds of information it can provide, and how it is used by marketing management
CLO2 - Compare and contrast a range of common market research tools in order to evaluate the most appropriate tool for a unique research question.
CLO3 - Design and implement a research project (including measurement techniques and data collection methods) in response to a client brief.
CLO4 - Develop a marketing research report that critically analyses the market research data
CLO5 - Make sound tactical and strategic business decisions based on the proper interpretation of marketing research results.

Overview of Learning Activities

This course will utilise a range of learning activities, including face-to-face lectures and equivalent online activities, small group work activities/online discussion boards, and a project based on real market research issue
You will undertake a number of assessment tasks related to these experiences and receive feedback.

Overview of Learning Resources

As an enrolled student of RMIT University you will be provided with access via the internet to the RMIT Library databases and online facilities. If you require assistance with the RMIT library facilities the first person to contact is the Business Liaison Librarian for this school. Contact details for Business Liaison Librarians are located online on the RMIT library website.
Additional industry-based resources may be available to you depending on the nature of your placement.

Overview of Assessment

Assessment Tasks Weighting  

Linked Learning Outcomes

Assessment 150%


Assessment 220%


Assessment 330%