MKTG2001 Marketing Research

Later Year Course

Offered By	School of Mgt, Marketing & International Business
Academic Career	Undergraduate
Course Subject	Marketing
Offered in	First Semester, 2009 and First Semester, 2010
Unit Value	6 units
Course Description	Students will be introduced to the marketing research process and the design of effective marketing research projects using case examples along with past research projects and industry examples. The course provides students with a practical applied introduction to the marketing research process and how this translates into marketing tactics and decisions emphasising; the scope and methodology of applied marketing research in marketing decision making developing knowledge and practical skills to plan, implement and report marketing research projects translating a management problem into a research oriented problem, including the development of research objectives and hypotheses providing students with the skills to be able to integrate marketing research concepts to analyses of individual customers and the market To enable students to undertake research design, data collection methods, sample design, analysis of exploratory data and interpretation of findings.
Learning Outcomes	Build knowledge to confidently communicate ideas in client language related to research findings. Improving written and oral skills to confidently and competently communicate through discussions related to research and express personal view points. Confidently and sympathetically evaluate work and ideas presented by your peers. Be able to work efficiently and effectively in a team environment to achieve specific outcomes. Further develop skills in finding and accessing information effectively and evaluating its quality and relevance.
Workload	At least three contact hours per week
Areas of Interest	Marketing
Requisite Statement	STAT1008 Quantitative Research Methods or STAT1009 Business Statistics, and completion of or concurrent enrolment in MKTG2004/1004/BUSN1004/2010 Marketing
Prescribed Texts	Malhotra, Naresh K. Marketing Research: An Applied Orientation (5th Edition)
Preliminary Reading	No change
Other Information	For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2001

The information published on the Study at ANU 2009 website applies to the 2009 academic year only. All information provided on this website replaces the information contained in the Study at ANU 2008 website.