units

MKF2121

Faculty of Business and Economics

Undergraduate - Unit

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2015 (Day)
Caulfield Second semester 2015 (Day)
Coordinator(s)Dr Junzhao Ma (First semester);Dr Stanislav Stakhovych (Second semester)

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. provide a working knowledge of key concepts and methods used in marketing research
  2. develop a capability in formulating a theoretical framework for a marketing problem/opportunity
  3. provide an understanding of how to formulate a research design
  4. develop an ability to apply SPSS statistical software
  5. develop an ability to interpret statistical output from a marketing perspective.

Assessment

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Dr Junzhao Ma (First semester)
Dr Stanislav Stakhovych (Second semester)

Prerequisites

Co-requisites

MKF2111 or MKW2111

Prohibitions