Students

MKTG8005 – Applied Marketing Research

2021 – Session 1, Special circumstances

Notice

As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.

To check the availability of face-to-face and online activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Mahdi Vesal
Contact via Email
3 Management Drive, Room 142
Thursday, 12-1 pm (online), Zoom ID: 401 171 7358
Credit points Credit points
10
Prerequisites Prerequisites
MKTG815 or MKTG8015 or BUSA8000
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

The business environment is changing at a rapid pace. Managers use marketing research to keep abreast of market changes, identify market opportunities, and to access accurate information to reduce uncertainty in marketing decision-making. In this unit, students will develop knowledge of marketing research principles and practices, and critical analysis and creative thinking skills to manage marketing research projects. Students will learn different research approaches and design, and implement marketing research. More specifically, students will learn to collaborate with their peers to identify a marketing problem, develop research instruments, identify samples, and collect data. Students will develop skills to apply statistical analysis software using real data and analyse the data and provide information to solve marketing problems and support marketing decisions. Students will advance extra employability skills by exercising professional judgment throughout all stages of research to identify opportunities and solve complex marketing problems.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Critically analyse and explain the principles and practices of marketing research
  • ULO2: Design and implement marketing research projects in collaboration with peers
  • ULO3: Analyse data and report findings that support marketing decisions
  • ULO4: Exercise professional judgment throughout all stages of research to identify opportunities and solve complex marketing problems

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration

Assessment Tasks

Name Weighting Hurdle Due
Participatory Task 20% No Weeks 2-13
Marketing research project 45% No Week 4 (video presentation) & Week 7 (written report)
Data analysis and reporting 35% No Week 13

Participatory Task

Assessment Type 1: Participatory task
Indicative Time on Task 2: 20 hours
Due: Weeks 2-13
Weighting: 20%

 

Participatory task gives you the opportunity to work in a group and individually and share your theoretical knowledge on marketing research methods and experiences with the group in conducting marketing research. Further, the activities will enable you discuss you research project, identify any pitfalls early-on, and address them as quickly as possible.

 


On successful completion you will be able to:
  • Critically analyse and explain the principles and practices of marketing research
  • Design and implement marketing research projects in collaboration with peers
  • Analyse data and report findings that support marketing decisions
  • Exercise professional judgment throughout all stages of research to identify opportunities and solve complex marketing problems

Marketing research project

Assessment Type 1: Project
Indicative Time on Task 2: 50 hours
Due: Week 4 (video presentation) & Week 7 (written report)
Weighting: 45%

 

Marketing research project design helps you to apply marketing research principles and practices,use your professional judgement and design and implement a marketing research project. You work in a group of two or three and take the view as if you are preparing a marketing research project for a potential client. At the conclusion of this assignment, you will be able to identify marketing opportunities, marketing problem, develop a marketing research question, and design and implement a marketing research proposal that address marketing problem. 10 minute recorded video presentation as group work (10%) and 2000 word individual written report (35%), submitted on iLearn

 


On successful completion you will be able to:
  • Critically analyse and explain the principles and practices of marketing research
  • Design and implement marketing research projects in collaboration with peers
  • Exercise professional judgment throughout all stages of research to identify opportunities and solve complex marketing problems

Data analysis and reporting

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: Week 13
Weighting: 35%

 

Data analysis and reporting aims to elevate your ability use your professional judgement, make sense of data and solve marketing problems to further support marketing decision making. This assignment allows you to identify and apply appropriate analytical strategies to address a set of research questions. At the conclusion of this assignment you will be able to prepare a comprehensive report on data analysis, interpret the result, and suggest some solutions on the basis of your scientific findings that highlights marketing opportunites and resolves marketing problems. A 2000 word individual written report (35%), submitted on iLearn.

 


On successful completion you will be able to:
  • Critically analyse and explain the principles and practices of marketing research
  • Analyse data and report findings that support marketing decisions
  • Exercise professional judgment throughout all stages of research to identify opportunities and solve complex marketing problems

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Learning Skills Unit for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Classes: This unit has 3 hours of teaching per week, consisting of 1 x 1-hour seminar and 1 x 2-hour workshop as per unit schedule during the semester.

One-hour Seminar: PowerPoint Slides and pre-recording videos will be available on iLearn; students do not need to attend any seminars.

Two-hour Workshop: Workshops are presented in both F2F and online modes. Students should enrol only in one workshop based on their preference. The workshop starts in week one. Students need to engage in weekly activities before attending workshops. The timetable for workshops can be found on the University web site at: http://www.timetables.mq.edu.au.

Technology Used and Required • Please ensure that you have access to a personal computer so you are able to access the internet, use word processing software and PowerPoint program that are required for the preparation of assignments and presentations.

• Students will learn and exercise data analysis techniques with SPSS statistical software in a computer lab during some tutorials. You will also be able to access this software through iLab using university and personal computers. Course material is available on the learning management system (iLearn) at: http://ilearn.mq.edu.au.

• Students will find teaching resources to assist their study on iLearn, such as lecture notes, practice questions, and other resources. Students are required to check iLearn regularly for announcements.

What is expected from students? This unit is a seminar/lab-based. This unit is a 1x1 hour seminar and a 1x2 hour workshop in the lab per week over 13 weeks. The total time commitment required for this unit is a minimum of 150 hours. Specifically, in addition to the 3 hours of seminar/workshop contact per week, students are expected to devote an additional 10 hours to self-directed study. This includes time spent in preparing for classes, preparing for and completing assessment tasks, together with time spent in general study, and revision. It is expected that all students come to the seminar/workshop on time and fully prepared for discussion. Group work is a focus of analysing, developing, and implementing different issues related to marketing research in practice and therefore also in this unit. Students should make sure to allocate the necessary time and attention needed to work with their group during the semester. Students are expected to complete all assessment tasks for this subject to ensure the successful completion of the unit. Successful completion of this unit requires the student to achieve at least 50% in total in the assessment tasks offered.

Prescribed and Recommended Texts and/or Materials Prescribed text: Zikmund, W., D'Alessandro, S., Winzar, H., Lowe, B. & Babin B. (2016) Marketing Research, Asia Pacific: 4th Edition, Cengage Learning: ISBN-9780170369824.

Recommended resources: Kirkpatrick, L.A & Feeney, B.C. (2016) A Simple Guide to IBM SPSS: for Version 22.0, 14th Edition, Cengage: ISBN: 9781305877719. These texts are available for purchase at the Macquarie University Co-op Bookshop. They can also be borrowed from the Macquarie Library.

Unit Schedule

Please refer to iLearn

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Changes from Previous Offering

Teaching materials were updated.

Changes since First Published

Date Description
29/01/2021 The submission deadline was edited and changed to week 7.