MKTG2010-1.pdf - Newcastle Business School MKTG2010:...

Newcastle Business School
MKTG2010: Marketing Research
2022
CRICOS Provider
00109J
MISSION: Our mission is to advance responsible and impactful business knowledge. To achieve
our mission, we develop life ready graduates and build global and local partnerships through
ethical and innovative practices.
OVERVIEW
Course Description Solving business problems and identifying market opportunities
involves the employment of varied research techniques. Focusing
upon their role, you will apply marketing concepts and theory to market
research design; define techniques and methods of research used in
the marketing process; develop skills in basic analysis of both
qualitative and quantitative data, including the use of computer based
statistical analytical packages, and the methods by which the data can
be turned into useful information. Engaging in both independent and
group research enriches problem solving and decision making
attributes valued within marketing environments.
Please note: Students will study in the format that complies with COVID-19 restrictions in
place at the time. This may mean face to face in person delivery or live delivery via
technology.
Contact Hours Integrated Learning Session/Workshop
Face to Face On Campus
2 hour(s) per Week for Full Term
Students are expected to complete 4 hours of guided
learning via online preparation, lectures, interactive workshops,
tutorials, discussion groups or self-directed learning and an additional
six (6) hours of independent study per week.
Unit Weighting 10
Assumed Knowledge MKTG2100 Principles of Marketing or MKTG1001 Foundations of
Marketing
Workload Students are required to spend on average 120-140 hours of effort
(contact and non-contact) including assessments per 10 unit course.
Please refer to the course CANVAS site for details of teaching staff for ALL course
offerings. The primary contact for courses is the Course Coordinator, whose details are
listed on the course CANVAS site.
Course Learning
Outcomes
On successful completion of this course, students will be able to:
1. Demonstrate an integrative understanding of both the context and
environment in which marketing research takes place;
2. Apply marketing research principles and concepts inclusive of
ethical practices;
3. Access and select a range of both qualitative and quantitative
data collection techniques.
4. Demonstrate an extended knowledge of secondary and
syndicated data sources
5. Design a research project including a sampling plan and a survey
instrument;
6. Summarise and present data graphically and in a written report;

MKTG2010: Marketing Research - 2022
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7. Critically evaluate marketing research; and
8. Engage independently and collaboratively to plan, implement and
analyse research, which informs marketing decision making and
problem solving.