MARKETING RESEARCH PROJECT

Year	No.	Offer	Mode	Description			Cred. Pts
96	51369 	S12 	X 	MARKETING RESEARCH PROJECT	1.00

Contents

• Staffing
• Pre-requisite(s)
• Rationale
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Student Workload
• Assessment Details
• Other Requirements

STAFFING:

PRE-REQUISITE(S)

51361+51368

RATIONALE:

Marketing professionals are required to contribute to the total organisational effort through the development, implementation and evaluation of marketing strategies. In this process, the key functional area is decision-making, and decisions must be based on the best information available. Students wishing to be effective marketing managers must have the ability to plan and carry through research projects to generate the required information. This unit applies the skills developed in the subject "Marketing Research Methods" to a real world marketing problem.

SYNOPSIS:

This  unit  is  based  on participation in a major marketing  project.
Students  will  be  expected  to apply their  marketing  skills  to  a
particular  problem  by developing a research proposal,  planning  the
research,  undertaking the research, analysing  and  interpreting  the
results,  and presenting the findings.  The findings from the research
will be used to prepare for the firm an appropriate strategic plan  in
the  area  that  the  research was undertaken.  A  major  professional
report  suitable for management will be presented at the  end  of  the
semester.

OBJECTIVES:

Upon successful completion of this unit, students will be able to:

1. apply appropriate analytical and research techniques to a marketing problem;
2. coordinate the activities of specialist contributors to the planning and implementation of a marketing research project;
3. demonstrate an understanding of the relationships between marketing research and other discipline areas included in the Bachelor of Business;
4. demonstrate a working knowledge of the major management skills as they apply to marketing.
5. demonstrate an ability to devise creative solutions to the marketing needs of organisations.
6. present a research report containing solution(s) to a marketing problem.
7. integrate the solution(s) into a strategic plan.

TOPICS:

 Description                                                    Weighting(%)

Applications of research methodology to marketing problems            10.00

Applications   of  quantitative  and  qualitative   analysis          20.00
techniques

Problem identification and setting of research objectives             10.00

Development of the Research Plan                                      10.00

Undertaking exploratory research and subsequent field  work-          15.00
material of personnel, resources, budgets

Data analysis and interpretation                                      15.00

Preparation and presentation of the completed report                  10.00

Formulation of a Strategic Plan                                       10.00

TEXT and MATERIALS to be PURCHASED:

RECOMMENDED REFERENCE MATERIALS:

Aaker, D.A., and Day, G.S., 1990, Marketing Research, 4th edn, John Wiley &
Sons, New York

Luck, D.J., and Rubin, R.S., 1987 Marketing Research, 7th edn,
Prentice-Hall Inc., Englewood Cliffs, NJ.

Churchill G A, 1990, Marketing Research: Methodological Foundation,
5th ed, Dryden Press, USA.

Tull D S & Hawkins D I, 1990, Marketing Research: Measurement and
Method, 4th ed, Macmillan, New York.

Zikmund W G, 1989, Exploring Market Research, 3rd ed, Dryden Press,
USA.

Burns, A C and Bush, R E 1995, Marketing Research: A Contemporary View,
Prentice Hall, USA.

STUDENT WORKLOAD REQUIREMENTS:

	ACTIVITY				HOURS
Directed Study                                	35
Private Study                                 	60
Assessments                                   	70

ASSESSMENT DETAILS:

No	*F/S	Marks		Due		Description					Wtg(%)		LBL
1 	S 	        	27/03/96	RESEARCH PROPOSAL                       	20.00   	Y
2 	S 	        	29/05/96	PROGRESS REPORT                         	10.00   	Y
3 	S 	        	21/10/96	RESEARCH PROJECT REPORT                 	70.00   	Y

OTHER REQUIREMENTS:

1    To obtain a pass in a unit, students must perform
     satisfactorily in overall assignment work.
2    The due date of an assignment is the date by which a student
     must despatch the assignment to the University, and is
     normally that defined in the relevant unit specification.
     The onus is on the student to provide, if requested, proof of
     date of despatch.
3    Students should organise their affairs to ensure that they
     meet due dates for all assignments.  Extensions will be
     granted only under exceptional extenuating circumstances,
     normally involving a significant medical condition.
4    Students may apply for an assignment extension either by
     application through DEC before the due date or by including
     application with the submitted assignment after the due date.
     Such applications should be in writing and include supporting
     documentary evidence.  The authority for granting extension
     rests with the relevant Unit Leader.
5    All assignments despatched after due dates without
     appropriate extension approvals or after approved extension
     dates will be penalised up to a maximum of 20% of the
     assigned mark per work day.
6    Students must retain a copy of all assignments which must be
     provided if/when required by the Unit Leader.
7    Unit weightings of topics should not be interpreted as
     applying to the number of marks allocated to questions
     testing those topics in an examination paper.