MKTG2010
10 units
2000 level
Course handbook
Description
Solving business problems and identifying market opportunities involves the employment of varied research techniques. Focusing upon their role, you will apply marketing concepts and theory to market research design; define techniques and methods of research used in the marketing process; develop skills in basic analysis of both qualitative and quantitative data, including the use of computer based statistical analytical packages, and the methods by which the data can be turned into useful information. Engaging in both independent and group research enriches problem solving and attributes valued within marketing environments.
Availability2024 Course Timetables
Singapore PSB
- Trimester 1 - 2024 (Singapore)
Ourimbah
- Semester 2 - 2024
Newcastle City Precinct
- Semester 2 - 2024
Learning outcomes
On successful completion of the course students will be able to:
1. Demonstrate an integrative understanding of both the context and environment in which marketing research takes place;
2. Apply marketing research principles and concepts inclusive of ethical practices;
3. Access and select a range of both qualitative and quantitative data collection techniques.
4. Demonstrate an extended knowledge of secondary and syndicated data sources
5. Design a research project including a sampling plan and a survey instrument;
6. Summarise and present data graphically and in a written report;
7. Critically evaluate marketing research; and
8. Engage independently and collaboratively to plan, implement and analyse research which informs marketing decision making and problem solving.
Content
- Introduction to Marketing Research
- Planning a Research Project
- Problem definition
- Research Designs
- Measurement Issues
- Questionnaire design
- Field Research
- Sampling Design & Procedures
- Data Analysis
- Communicating the Research Project
Assumed knowledge
MKTG2100 Principles of Marketing or MKTG1001 Foundations of Marketing
Assessment items
Proposal / Plan: Individual Reseach Proposal Part A: Problem Definition 1500 words
Proposal / Plan: Group Reseach Proposal Part B: Final Research Proposal 2500 words
Report: Data Analysis Report 3000 words
Formal Examination: Final Exam
Contact hours
Trimester 1 - 2024 (Singapore) - Singapore PSB
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Ourimbah
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Semester 2 - 2024 - Newcastle City Precinct
Integrated Learning Session-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
- Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
Course outline
- MKTG2010 - Trimester 1, 2024 (Naihes) (PDF, 241.3 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.