Students will be introduced to the marketing research process and the design of effective marketing research projects and how this translates into marketing tactics and decision making, 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 analyse 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.

• Build knowledge to confidently communicate ideas in client language related to research findings.
• Develop 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.
• Develop skills in finding and accessing information effectively and evaluating its  quality and relevance.

• Group Project 40%
• Individual Project 20%
• Exams 40%

3.5 hours of class contact.

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree

Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience)

Malhotra, Naresh K. Marketing Research: An Applied Orientation (5th Ed.) Lilien, G., Rangaswamy, A., and DeBruyen, A. (2007) Principles of Marketing Engineering

For further information please refer to course website