Year No. Offer Mode Description Cred. Pts 99 51369 S12 X MARKETING RESEARCH PROJECT 1.00
51368
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.
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. Please note that this unit will {only }be available to students who have completed 51365 Marketing Strategy.
Upon successful completion of this unit, students will be able
to:
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
Aaker, D.A., Day, G.S.and Kumar, V. 1995, Marketing Research, 5th
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. 1995, Marketing Research: Methodological
Foundations, 6th ed, Dryden Press, USA.
Tull, D.S. & Hawkins D.I. 1993, Marketing Research: Measurement and
Method, 6th ed, Macmillan, New York.
Zikmund W.G. 1994, Exploring Marketing Research, 5th ed, Dryden
Press, USA.
Burns, A.C. and Bush, R.F. 1995, Marketing Research, Prentice Hall,
USA
ACTIVITY HOURS Directed Study 35 Private Study 60 Assessments 70
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S 15.00 26/03/99 RESEARCH PROPOSAL 15.00 Y N 2 S 15.00 21/05/99 PROGRESS REPORT 15.00 Y N 3 S 70.00 22/10/99 RESEARCH PROJECT REPORT 70.00 Y N
1 To obtain a passing mark in this unit students must normally
obtain a passing mark for the assignments in aggregate; and
obtain a passing mark for the final examination. Further
information regarding assessment of the unit may be found in the
Introductory Book.
2 The due date for an assignment is the date by which a student
must dispatch 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 dispatch.
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 extensions rests
with the relevant Unit Coordinator. The extension policy for this
unit tries to be fair to all students who organise their work and
family commitments to submit their assignments by the due date,
and those few students who cannot do so through unforeseen and
uncontrollable circumstances. If an assignment is late, up to one
week's extension may be granted if a signed statement with
supporting documentation is sent with the assignment proving that
an {unforeseen} and an {uncontrollable} extenuating circumstance
caused the delay, for example, unusual and unpredictable work or
family commitments. If this statement and documentation does not
show that unforeseen and uncontrollable extenuating circumstance
were present for the days claimed, then the normal reduction in
marks for a late assignment of 20 percent per day, will apply.
Extensions beyond one week will not be allowed unless express
permission is obtained from the Unit Leader {before the date that
the assignment is due}. Extensions beyond one week are extremely
rare because model answers may start to be distributed to
students after one week. The Unit Leader shall consider all
documentary evidence (including statement from a doctor,
employer, counsellor or independent member of the community as
appropriate) accompanying an application for extension and decide
on the outcome. In the case of {an application for extension for
medical reasons}, the documentation should include a statement
from a doctor stating: the date the medical condition began or
changed; how the condition affected the student's ability to
study; when it became apparent that the student could not submit
the assignment. In the case if {an application for extension for
family/personal reasons}, the documentation should include a
statement from a doctor, counsellor or independent member of the
community stating: the date the student's personal circumstances
began or changed; how the circumstances affected the student's
ability to complete the assignment; when it became apparent that
the student could not complete the assignment. In the case of {an
application for extension for employment-related reasons}, the
documentation should include a statement from the student's
employer stating: the date the student's employment began or the
conditions of employment changed; how this prevents the student
from completing the assignment
4 Students must retain a copy of all assignments, which must be
provided if/when required by the Unit Leader.
5 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.
6 Students must put the `word count' for their assignment on the
front page of the assignment. The word count is the number of
words in the body of the assignment report and does not include
the title, executive summary, list of references or appendices.
To grade an assignment a marker does {not} need to read more
words than the word limit of the assignment.