Students

MKTG2017 – Qualitative Insights

2025 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Leanne Carter
leanne.carter@mq.edu.au
Contact via email
Room 229, 4ER, 4 Eastern Rd, North Ryde.
Wednesdays 5 to 6pm
Tutor
Lauren Gellatly
lauren.gellatly@mq.edu.au
Contact via email
Tuesdays 5 to 6pm
Tutor
Trisha Koslow
trisha.koslow@mq.edu.au
Contact via email
Tuesdays 5 to 6pm
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 1000 level or above including MKTG1001
Corequisites Corequisites
MKTG1003
Co-badged status Co-badged status
Unit description Unit description

Qualitative insights provide organisations with an in-depth perspective of emerging market trends and novel consumer behaviours. Organisations use qualitative insights to better engage and deliver value to their customers, identify new opportunities and fuel their competitive advantage.
This unit equips students with knowledge of the role, theory and methods used in qualitative research. Students will develop skills in qualitative research design, data collection and analysis, including the use of different software packages. Students will also learn how to interpret and translate results to deliver strategic insights, and effectively deliver their findings through both oral and written communication.

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: Apply qualitative research skills and analytic techniques, individually and/or in collaboration, to derive marketing and consumer insights.
  • ULO2: Critically evaluate qualitative approaches, theories and techniques in deriving research insights.
  • ULO3: Demonstrate global sustainable thinking to create coherent and theoretically rigorous arguments to address 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 apply for Special Consideration. 

Assessment Tasks

Name Weighting Hurdle Due
Video Presentations 15% No Week 12
Practice-Based Task 40% No Weekly 1 to 7
Qualitative Analysis 45% No Week 10

Video Presentations

Assessment Type 1: Presentation
Indicative Time on Task 2: 10 hours
Due: Week 12
Weighting: 15%

 

This is a group assessment task that involves creating a video presentation examining a sustainability challenge facing the world today by identifying reasons why the issue has not been solved and providing innovative ways marketing can address the problem. 50% will be assessed on individual contribution and 50% based on the group presentation. Specific instructions and marking guide will be provided on iLearn.

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques, individually and/or in collaboration, to derive marketing and consumer insights.
  • Demonstrate global sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

Practice-Based Task

Assessment Type 1: Practice-based task
Indicative Time on Task 2: 15 hours
Due: Weekly 1 to 7
Weighting: 40%

 

Various practice-based tasks will be given throughout the semester. Some of these are take-home tasks, others are to be completed during the tutorials. They might include completion of worksheets, hands-on practices etc. There will be minimum four random collections of those tasks. Each task is worth 10%.

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques, individually and/or in collaboration, to derive marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories and techniques in deriving research insights.
  • Demonstrate global sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

Qualitative Analysis

Assessment Type 1: Qualitative analysis task
Indicative Time on Task 2: 20 hours
Due: Week 10
Weighting: 45%

 

This is an individual assessment that involves conducting qualitative analysis using NVivo on the data generated in the online focus groups , interpreting results and writing a summary of the insights gained. Specific instructions and marking guide will be provided on iLearn. NVivo analysis and 1,000 word results summary

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques, individually and/or in collaboration, to derive marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories and techniques in deriving research insights.

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

Please refer to iLearn for details.

Unit Schedule

Week

Lecture Topic

 

Workshop Activities

Assessments and Other significant information

Required Readings and Viewings 

Week 1

Introduction to Qualitative Research

 

Unit Guide and Assessments

Forming Groups

Introduction to Qualitative Research

 

 

FORM GROUPS

 

Chapter 1

Longo et al. (2019)

Week 2

Research Design & Data Collection Aids

 

Designing Research Questions

 

PRACTICE BASED TASK 1

SDG’s & Business

 

GROUPS MUST BE FORMED BY THIS WEEK

 

DOWNLOAD NVivo 14 TO COMPUTERS

 

Chapter 2

 

Access NVivo

Week 3

Depth Interviews

 

 

Depth Interviews

 

PRACTICE BASED TASK 2

Interview Guide

 

Please ensure that you have successfully downloaded NVivo 14 on to your computer.

 

 

Chapter 3

 

 

Week 4

Focus Groups

 

 

Online Focus Groups

PRACTICE BASED TASK 3

Focusgroupit

COMPULSORY

 

Assessment Tasks

Due

PLEASE SUBMIT

PBT1 &/or PBT2

on Monday Week 4 by 11.55pm 

 

Assessment Task Due

PLEASE SUBMIT

PBT4 Part 1 PHOTO COLLAGE Audit

on SUNDAY Week 4 by 11.55pm

 

 

Conducting Focus Groups

https://www.youtube.com/watch?v=Auf9pkuCc8k

 

Check your emails for a link to “Focusgroupit”

Week 5

Ethnography and Observations

Ethnography

 

PRACTICE BASED

TASK 4

Audit and Ethnography

 

Assessment Task Due

PLEASE COMPLETE PBT3

on Friday Week 5 by 11.55pm

 

This is a compulsory PBT

 

 

Chapter 4

 

 

Elms et al. (2016).

 

 

Week 6

Online Observations and Netnography

 

Netnography

 

PRACTICE BASED

TASK 5

See Think Wonder

 

 

Assessment Task Due

PLEASE SUBMIT

PBT4  Part 2

Audit and Ethnographic Theory vs Practice

on Monday Week 6 by 11.55pm

 

Assessment Task Due

PLEASE SUBMIT

PBT5

Post Discussion Summary

on Friday Week 6 by 11.55pm.

 

You must submit either PBT4 or PBT5

 

 

Chapters 5 & 6

 

 

Week 7

Approaches to Data Analysis

 

 

Open Coding

 

 PRACTICE BASED TASK 6

Manual Coding

COMPULSORY

 

 

Assessment Task Due

PLEASE SUBMIT

 PBT6

on Friday Week 7 by 11.55pm

 

This is a compulsory PBT

 

Your tutor will have more details on submission of PBT6 during your workshop.

 

Chapter 7

 

Video:

The Power of Pets: How Animals Affect Human Health

https://www.youtube.com/watch?v=dYFVvcz2UB4

 

 

No Classes

Mid-Session Break

14th to 25th April

Note:

ANZAC Day and EASTER occur during the mid- session break

 

Week 8

Data Analysis Software

 

Coding Using NVivo

 

 

Your tutor will have more details coding and A2 during your workshop.

 

Video:

NVivo and Thematic / Content Analysis.

https://youtu.be/5s9-rg1ygWs

Week 9

Gaining Deeper Insights

 

Coding Using NVivo

 

 

Your tutor will have more details on coding and A2 during your workshop.

 

Chapter 8

 

Week 10

 

Disseminating Knowledge and Actionable Results

 

Interpretation & Results Writeup

 

 

A2 QUALITATIVE ANALYSIS TASK

Submit to Turnitin on Friday, Week 10, by 11.55pm

 

Chapter 9

 

Week

11

Storytelling

Storytelling

 

 

 

Value creation in consumption journeys

Akaka & Schau (2019)

Week 12

Videography 

Videography

 

 

A3 VIDEO PRESENTATIONS

GROUP SUBMISSION

Submit to Turnitin on SUNDAY by 11.55pm

 

Video:

Walk the Talk: Living with Positive HIV

Kleppe & Caldwell (2011)

 

Week 13

Review & Reflections

Video Screenings

 

 

 

 

 

A3 WRITTEN SUMMARY

INDIVIDUAL SUBMISSION

Submit to Turnitin on Friday by 11.55pm

Chapter 10

 

 

 

 

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 connect.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 the Service Connect Portal, 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 2025.05 of the Handbook