Students

MKTG2017 – Qualitative Insights

2026 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer
Lisa Rohanek
lisa.rohanek@mq.edu.au
Contact via Email
E4A Level 2
Monday 11.30-12.30pm zoom
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, analytic techniques, and narrative structures individually and/or in collaboration, to derive and communicate marketing and consumer insights.
  • ULO2: Critically evaluate qualitative approaches, theories, and storytelling frameworks to develop meaningful, insight driven interpretations. 
  • ULO3: Demonstrate global sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

General Assessment Information

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.

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

Late Submission Penalties

If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days. Submissions more than 7 days late will receive a mark of 0.

Example 1 (out of 100):

If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.

Example 2 (out of 30):

If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.

Extensions

Automatic short extension: Some assessments are eligible for automatic short extension. You can only apply for an automatic short extension before the due date.

Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for Short Extension, you must apply for Special Consideration. Need help? Review the Special Consideration page for further details.

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.  

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Skills development: Qualitative research practice 30% No 03/04/2026 Individual Yes Open AI
Professional practice: Applied qualitative analysis 40% No 08/05/2026 Individual Yes Open AI
Professional practice: Storytelling for sustainability 30% No 05/06/2026 Group No Open AI

Skills development: Qualitative research practice

Assessment Type 1: Portfolio
Indicative Time on Task 2: 15 hours
Due: 03/04/2026
Weighting: 30%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to progressively demonstrate the application of a range of qualitative research methods, in order to develop a deeper understanding of how to generate, interpret, and communicate rich, contextual insights in response to complex research questions.

You will complete a series of learning activities throughout the semester and compile a portfolio that showcases your Skills Development in qualitative research methods.

Skills in focus:

  • Discipline knowledge
  • Communication skills
  • Critical thinking and problem solving

Deliverable(s): Written portfolio including screenshots and images [max of 1,500 words]

Individual assessment
On successful completion you will be able to:
  • Apply qualitative research skills, analytic techniques, and narrative structures individually and/or in collaboration, to derive and communicate marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories, and storytelling frameworks to develop meaningful, insight driven interpretations. 
  • Demonstrate global sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

Professional practice: Applied qualitative analysis

Assessment Type 1: Professional task
Indicative Time on Task 2: 20 hours
Due: 08/05/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to demonstrate your understanding of qualitative research through applying practical qualitative research skills to determine insights that provide guide in reviewing dance on a given topic.

You will design data tools, collect qualitative data, conduct analysis using Industry Standard Software, interpret results and write a summary of the insights gained.

Skills in focus:

  • Discipline knowledge
  • Communication skills
  • Critical thinking and problem solving
  • Digital skills

Deliverable(s): Written Report with Software output. [max of 1000 words]

Individual submission
On successful completion you will be able to:
  • Apply qualitative research skills, analytic techniques, and narrative structures individually and/or in collaboration, to derive and communicate marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories, and storytelling frameworks to develop meaningful, insight driven interpretations. 

Professional practice: Storytelling for sustainability

Assessment Type 1: Presentation task
Indicative Time on Task 2: 10 hours
Due: 05/06/2026
Weighting: 30%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open AI

The purpose of this assessment is for you to examine a social or sustainable challenge facing the world today and use an understanding of insights to identify reasons the issue has not been solved.

You will examine an identified challenge that has not been solved, and provide innovative ways marketing can address the problem. You will present this in a video with all group members participating. You will provide a supportive explainer document discussing your justification and narrative.

Skills in focus:

  • Discipline knowledge
  • Communication skills
  • Critical thinking and problem solving
  • Global, ethical and environmental citizenship

Deliverable(s): Video Presentation [max. 5 minutes] with a 500 word explainer document

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

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

MKTG2017 has a two-hour active tutorial each week. These tutorials are applied where you work on learning software skills and practising for your assessment events.   The tutorials are practical to allow you to apply your learning. You will work in groups in the tutorial where you can work together, solve problems and apply your learning. Each tutorial is supported by a pre recorded online lecture which you can watch at a time and location convenient to you.

PRESCRIBED TEXT

  • Belk, R. Fischer, E. and Kozinets, R.V. 2013. Qualitative Consumer and Marketing Research. 1st edition, Sage. ISBN: 978-0857027672
  • An electronic version can be accessed in MultiSearch here.

Additional Recommended Text

  • Mariampolski, H. 2001 Qualitative Market Research. 1st edition, Sage. ISBN: 97807619457    

REQUIRED READINGS

  • Elms, J., de Kervenoael, R., & Hallsworth, A. (2016). Internet or store? An ethnographic study of consumers’ internet and store-based grocery shopping practices. Journal of Retailing and Consumer Services, 32, 234–243. https://doi.org/10.1016/j.jretconser.2016.07.002
  • Akaka, M.A. and Schau, H.J., 2019. Value creation in consumption journeys: recursive reflexivity and practice continuity. Journal of the Academy of Marketing Science, 47(3), pp.499-515.
  • Longo, C., Shankar, A. and Nuttall, P., 2019. “It’s Not Easy Living a Sustainable Lifestyle”: How Greater Knowledge Leads to Dilemmas, Tensions and Paralysis, Journal of Business Ethics, 154 (3), pp.759-779.

Additional Recommended Journal Articles:

  • Arsel, Z., 2017. Asking questions with reflexive focus: A tutorial on designing and conducting interviews. Journal of Consumer Research, 44(4), pp.939-948.

  • Belk, R.W., Caldwell, M., Devinney, T.M., Eckhardt, G.M., Henry, P., Kozinets, R. and Plakoyiannaki, E., 2018. Envisioning consumers: how videography can contribute to marketing knowledge. Journal of Marketing Management, 34(5-6), pp.432-458.

  • Gollnhofer, J.F., Weijo, H.A. and Schouten, J.W., 2019. Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways, Journal of Consumer Research, 46 (3), pp.460-482.

  • Humphreys, A. and Carpenter, G.S., 2018. Status games: Market driving through social influence in the US wine industry. Journal of Marketing, 82(5), pp.141-159. 

  • Kozinets, R.V., 2002. The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), pp.61-72.

  • Spiggle, S., 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21(3), pp.491-503. 

  • Thompson, C.J., 1997. Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research, 34(4), pp.438-455.

TECHNOLOGY USED & REQUIRED • Use of a laptop (recommended) is required to complete in-class activities. Please bring to every class. • Use of paper and pen is also required to complete in-class activities. 

Unit Schedule

Date

Lecture

Week 1

23 Feb

 

The Foundations of Meaning

Why Stories Matter in Marketing

Topic: Introduction to the unit, the "Story Spine," and the difference between surface behavior and deep meaning.

Week 2

2 Mar

 

The Foundations of Meaning

 

 

The Researcher’s Lens (Reflexivity & Ontology)

How our worldview shapes what we see. Making the abstract (epistemology) practical.

 

Week 3

9 Mar

 

The Foundations of Meaning

 

Designing for Story

Creating a research question, selecting a sample, and ethical planning.

 

 

Week 4

16 Mar

Gathering the Stories

The Art of the Interview

Deep listening, probing, and silence. Moving from "interrogator" to "listener."

 

Week 5

23 Mar

Gathering the Stories

Observation & Ethnography (The "Silent" Story)

Watching what people do, not just what they say. Context and "Thick Description."

Week 6

30 Mar

Gathering the Stories

Digital Traces & Netnography

Analysing online communities, emojis, and digital culture.

Week 7

20 April

Making Sense of the Chaos

 

 

Analysis I - Coding the Mess

From raw transcripts to codes. The difference between Description and Interpretation.

Week 8

27 April

Making Sense of the Chaos

 

Analysis II - Finding Themes & Tensions

Grouping codes into themes. Identifying the "Tension" (the conflict driving behavior).

 

Week 9

4 May

Making Sense of the Chaos

 

The Insight Funnel (The "Aha!" Moment)

Turning themes into Insights. This is the hardest conceptual leap for students.

Week 10

11 May

Storytelling & Strategy

Strategic Storytelling

Structuring the narrative for business impact.

Week 11

18 May

Storytelling & Strategy

Visual Storytelling & Storyboarding

Communicating without walls of text. Journey maps and emotional arcs.

Week 12

25 May

Storytelling & Strategy

Ethics, Global Context & The Pitch

Ensuring stories are ethical and culturally sensitive. How to pitch to stakeholders.

Week 13

1 June

Storytelling & Strategy

The Toolkit & Industry Application

Bringing it all together. How these skills get you hired.

 

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/

Academic Success

Academic Success 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.

Changes from Previous Offering

MKTG2017 has new unit learning outcomes that incorporate the art of storytelling into the unit. This has been embedded into the delivery and the assessment which have been updated to reflect this change. 

 

Unit information based on version 2026.04 of the Handbook