Course Title: Marketing Research

Part A: Course Overview

Course Title: Marketing Research

Credit Points: 12.00

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 1 2018, Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021, Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 2 2023, Sem 1 2024, Sem 2 2024

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2017 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2018 (KP4), JulDec2018 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2019 (All)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2019 (KP4), JulDec2019 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2020 (KP2)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2020 (KP4), JulDec2020 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2021 (KP2)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2021 (KP4), JulDec2021 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2022 (KP2)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2022 (KP4), JulDec2022 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP2)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2023 (KP4), JulDec2023 (KP6)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2024 (KP2)
MKTG1395	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2024 (KP4), JulDec2024 (KP6)

Course Coordinator: Jason Pallant

Course Coordinator Phone: +61 (3) 99251783

Course Coordinator Email: jason.pallant@rmit.edu.au

Course Coordinator Location: Melbourne Campus Building 80 

Course Coordinator Availability: By appointment via email 

Pre-requisite Courses and Assumed Knowledge and Capabilities

Recommended Prior Study:

• 008994 - Marketing Management or 008905 - Marketing for Managers

 

Assumed Knowledge:

• 008995 - Consumer Behaviour

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.

 

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies: 

1. Insights                               

6. Data analytics                        

You will also work towards developing the following AMI professional competencies: 

18. Planning, project management and performance measurement 

21. Communications 

23. Ethics and integrity 

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 recommended texts and articles prior to attending the lecture.

Overview of Learning Resources

Various learning resources are available online through myRMIT Studies\Canvas. 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. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

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: 30%
Linked CLOs: 1, 2, 4
Assessment Task 3: 40%
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.