Marketing Research and Analytics
Duration
- One Semester or equivalent
Contact hours
- 24 hours face to face + blended
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2023 teaching periods
Hawthorn Higher Ed. Semester 1 |
Hawthorn Higher Ed. Semester 2 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 1 |
Swinburne Online Teaching Period 3 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Aims and objectives
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
On Campus Class in Classrooms Weeks 1-6 Class in Computer Lab Weeks 7-12 | 2 | 12 | 24 |
Online (asynchronous lecture) | 1 | 12 | 12 |
Unspecified Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Research Report | Group | 30-50% | 3,4,5 |
Research Proposal | Individual | 30-40% | 2,3,4 |
Research Assignment | Individual | 20-30% | 1,2 |
Content
• Decision problem, research question and research objectives
• Different types of research design or approaches
• Qualitative and quantitative research techniques
• Marketing analytics including digital data
• Sampling: theory, methods and issues in marketing research
• Data preparation, exploration, analysis, and visualisation using the latest analytical tools
• Preparing the marketing research report
• Ethics involved in the use of data for marketing purposes
Study resources
- Reading materials.