Course Title: Marketing Intelligence

Part A: Course Overview

Course Title: Marketing Intelligence

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1418	RMIT University Vietnam	Undergraduate	830H School of Business and Management	Face-to-Face	Viet3 2017, Viet2 2018, Viet1 2019, Viet3 2019, Viet2 2020, Viet1 2021, Viet3 2021, Viet2 2022, Viet1 2023, Viet3 2023, Viet1 2024, Viet3 2024
MKTG1430	RMIT Vietnam Hanoi Campus	Undergraduate	830H School of Business and Management	Face-to-Face	Viet3 2019, Viet2 2020, Viet1 2021, Viet3 2021, Viet2 2022, Viet1 2023, Viet3 2023, Viet1 2024, Viet3 2024

Course Coordinator: Akram Umair

Course Coordinator Phone: +8428 3776 1300

Course Coordinator Email: umair.akram@rmit.edu.vn

Course Coordinator Location: Sai Gon South

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Enforced requisite:

• MKTG1205 Marketing Principles  (Course ID: 008953)
• MKTG1421 Consumer Psychology and Behaviour (Course ID: 052671)

Visit Course requisites for more information.

 

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 1	20%	1, 2
Assessment 2	40%	2, 3, 4, 5
Assessment 3	40%	2, 3, 4, 5