Marketing Research and Analytics | Units of study... | Swinburne University of Technology

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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

Swinburne Online

Teaching Period 3
Dates: 8 Nov 21 - 13 Feb 22 Results: 8 Mar 22 Last self enrolment: 21 Nov 21 Census: 3 Dec 21 Last withdraw without fail: 31 Dec 21

Teaching Period 3

Dates:
8 Nov 21 - 13 Feb 22

Results:
8 Mar 22

Last self enrolment:
21 Nov 21

Census:
3 Dec 21

Last withdraw without fail:
31 Dec 21

More teaching periods

Hawthorn

Higher Ed. Semester 1		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

Higher Ed. Semester 1

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

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

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

MKT10007 Fundamentals of Marketing

AVA10004 Aviation Marketing

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

Unit information in detail

- Teaching methods, assessment, general skills outcomes and content.

Teaching methods

Face to Face Mode:

Scheduled hours: Lectures (12 x 2 hours), Tutorials (12 x 1 hour)

Online Mode: OUA and SOL

Engaging with online content and discussions

Student workload:

For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period

This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and

• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)

To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)

Assessment

Research Brief (Individual) 20 - 30%
Research Proposal (Individual) 30 - 40%
Research Report (Group) 30 - 50%

General skills outcomes

During this unit students will receive feedback on the following key generic skills:

• problem solving skills
• analysis skills
• communication skills
• ability to tackle unfamiliar problems
• ability to work independently, and
• teamwork skills

Content

• The marketing research process
• 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.

Reading materials

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.