units

MKG2420

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedGippsland First semester 2013 (Day)
Gippsland First semester 2013 (Off-campus)
Coordinator(s)Ms Angela Higgins

Synopsis

The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Outcomes

The learning goals associated with this unit are to:

  1. define the purposes and scope of marketing research methods
  2. illustrate the processes and techniques on quantitative and qualitative research
  3. demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design
  4. develop competencies to analyse and interpret data by applying basic statistical tools
  5. critically assess the relevance of information for marketing decision making.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities

Co-requisites

MKW2402, MKG2402 or MKW2111

Prohibitions