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Research School of Management · ANU College of Business and Economics
The Marketing Research course introduces students to the realm of marketing intelligence and the significance of data to marketers and to companies as an important foundation for planning marketing activities towards the creation of value for the firm. The course provides a comprehensive approach to contemporary marketing research principles and practices towards gathering, acquiring, appraising and applying evidence for decision making. The course covers recent online marketing research trends and developments in the area of relationship and experiential marketing, and their impacts on the quality of evidence and on marketing research applications. Its principal aim is to provide students with research and managerial knowledge, tools and skills for identifying, tackling, judging and using evidence to solve marketing problems in business.
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 Practical (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 2000-level course by the same name (MKTG2001 Marketing Research). Students who have MKTG2001 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 indicative readings (if any) will be made available via the Class Summary.