Students

MKTG8005 – Applied Marketing Research

2023 – Session 1, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Alena Soboleva
alena.soboleva@mq.edu.au
Contact via email
Fridays 11am to 12 pm
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://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

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

  • ULO1: Critically analyse, share 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 Submission Penalty (written assessments) 

 Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.  

 For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to submit an application for Special Consideration.

Assessment Tasks

Name Weighting Hurdle Due
Practice-based activities 20% No Weeks 1-13
Marketing research project 45% No Week 4 and Week 8
Data analysis and reporting 35% No Week 13

Practice-based activities

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

 

Practice-based activities 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, share 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: 35.5 hours
Due: Week 4 and Week 8
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, share 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: 24.5 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, share 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 Writing Centre 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

Required Text

 Zikmund, W. G., Lowe, B., Winzar, H., D’Alessandro, S., & Babin, B. J. (2020). Marketing research (Fifth edition.). South Melbourne, Victoria: Cengage Learning.

Unit Web Page

The web page for this unit can be found at: https://ilearn.mq.edu.au/login/

Technology Used and Required

Students are required to have access to a personal computer and familiarise themselves with iLearn (https://ilearn.mq.edu.au/login/) and AppStream environment (via single sign on/okta) where students can access Qualtrics and SPSS programs required in the second half of the course.

iLearn will be used to post lecture slides, assessment details, student grades and as a means of communication between staff members and students.

Delivery Format and Other Details

The timetable for classes can be found on the University web site at:  http://www.timetables.mq.edu.au/

Recommended readings

Recommended readings are provided via the links on the iLearn Unit page

Unit Schedule

Please see iLearn for further information

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

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

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

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

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

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

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

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.

Unit information based on version 2023.04 of the Handbook