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

  • 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

Dates:
27 Feb 23 - 28 May 23

Results:
4 Jul 23

Last self enrolment:
12 Mar 23

Census:
31 Mar 23

Last withdraw without fail:
14 Apr 23

Dates:
31 Jul 23 - 29 Oct 23

Results:
5 Dec 23

Last self enrolment:
13 Aug 23

Census:
31 Aug 23

Last withdraw without fail:
15 Sep 23
More teaching periods
Swinburne Online

Teaching Period 1		 Swinburne Online

Teaching Period 3

Dates:
13 Mar 23 - 11 Jun 23

Results:
4 Jul 23

Last self enrolment:
26 Mar 23

Census:
7 Apr 23

Last withdraw without fail:
28 Apr 23

Dates:
6 Nov 23 - 11 Feb 24

Results:
5 Mar 24

Last self enrolment:
19 Nov 23

Census:
1 Dec 23

Last withdraw without fail:
29 Dec 23

Prerequisites

87.5 Credit Points from a Bachelor Degree
And
or
  

Aims and objectives

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. 
 
Unit Learning Outcomes (ULO)
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