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Research School of Management · ANU College of Business and Economics
Successful management of the marketing process requires effective information about consumers and the market. Marketing Research is a dynamic process linking consumers to marketers through information. The course is designed to develop your skills as a marketing decision maker. While some students may take on roles in marketing research many more will take on the role of marketing manager. The course is structured so as to provide students with a solid introduction to the marketing research process, and conducting and understanding research to obtain information to aid marketing decision-making. The emphasis will be on translating marketing concepts into context-specific operational decisions and actions using research methods and analysis.
Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6, 7
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Work Integrated Learning Projects *P **ractical (industry-related) *: Students work in groups (4-5 individuals) on a marketing project for an industry client. Students can select their own group and clients are allocated to each group on a first-come, first-served basis. The research project will consist of a report that relates to a real marketing problem (i.e., an empirical problem) that an industry, company, or small enterprise faces. Groups will endeavour to carry out their investigation using the theoretical knowledge and research techniques taught in this course to collect data and the best available evidence to come up with solutions that clients will use. The industry-related project is distinctive action research that is the Work Integrated Learning component of this course. Action learning features of the course drive a ‘student-centred’ and ‘learning by doing’ approach. The course facilitates student engagement with research via: - A comprehensive introduction to the purpose of research through a problem-based approach. - A research process to explain various methods that will be proposed through a marketing research proposal. - Independent and team-based action learning and research using core marketing research concepts, theories, principles, research, and data analysis skills to write up the research report. Other Information This course was formerly known as the 7000-level course by the same name (MKTG7060 Applied Market Research). Students who have MKTG7060 in their Study Requirements are permitted to substitute with this course.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about the indicative readings (if any) will be made available via the Class Summary.