51369 MARKETING RESEARCH PROJECT

Year	No.	Offer	Mode	Description			Cred. Pts
97	51369 	S12 	X 	MARKETING RESEARCH PROJECT	1.00

Contents

• Staffing
• Pre-requisite(s)
• Rationale
• Synopsis
• Objectives
• Topics
• 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.
Students should note that although this unit is a single credit  point
unit it runs for a full year starting in Semester One only.

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             10.00
problems

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             15.00
work-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

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    100.00    27/03/96  RESEARCH PROPOSAL                         15.00     Y
2   S    100.00    28/05/97  PROGRESS REPORT                           15.00     Y
3   S    70.00     22/10/97  RESEARCH PROJECT REPORT                   70.00     N

OTHER REQUIREMENTS:

1    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.
2    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.
3    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.
4    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.
5    Students  must  retain a copy of all assignments  which  must  be
     provided if/when required by the Unit Leader.
6    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.