Marketing Research and Analytics

MKT20019 12.5 Credit Points Hawthorn, Online, Sarawak Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent

     

Contact hours

  • 36 hours

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2022 teaching periods

Hawthorn

Higher Ed. Semester 1		 Hawthorn

Higher Ed. Semester 2

Dates:
28 Feb 22 - 29 May 22

Results:
5 Jul 22

Last self enrolment:
13 Mar 22

Census:
31 Mar 22

Last withdraw without fail:
15 Apr 22

Dates:
1 Aug 22 - 30 Oct 22

Results:
6 Dec 22

Last self enrolment:
14 Aug 22

Census:
31 Aug 22

Last withdraw without fail:
16 Sep 22
More teaching periods
Swinburne Online

Teaching Period 2

Dates:
11 Jul 22 - 9 Oct 22

Results:
1 Nov 22

Last self enrolment:
24 Jul 22

Census:
5 Aug 22

Last withdraw without fail:
26 Aug 22

Prerequisites

87.5 Credit Points from a Bachelor Degree
And
or
  

Corequisites

Nil

Aims and objectives

Prior to 2020 this unit was called  Marketing Research 
 
 This unit aims to assist students to understand the value of data to marketers as well as the marketing research process, and how marketing analytics can assist in the marketing decision making process. Students will develop the ability to identify research opportunities, collect, analyse and interpret data from traditional and digital data sources, as well as to understand how marketing research findings can be practically implemented in the business environment. Through latest data analytical and visualisation tools, students will generate the marketing research reports that can assist marketing managers and business to make inform strategic decisions.

 
Students who successfully complete this unit will be able to:
 

1.   Identify and design appropriate research objectives, questions or hypotheses in order to address a specific research problem

2.   Formulate and evaluate different research design elements and outline how they inform research practices

3.   Analyse primary and secondary data using appropriate analytical tools and interpret the results to assist marketing decision making

4.   Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design

5.   Work collaboratively in groups