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

2020 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
3 Aug 20 - 1 Nov 20

Results:
8 Dec 20

Last self enrolment:
16 Aug 20

Census:
31 Aug 20

More teaching periods

Swinburne Online

Teaching Period 2

Dates:
6 Jul 20 - 4 Oct 20

Results:
27 Oct 20

Last self enrolment:
19 Jul 20

Census:
31 Jul 20


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