Year No. Offer Mode Description Cred. Pts 01 51369 S2 X MARKETING RESEARCH PROJECT 1.00
51368+51110
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" and "Business Strategy" 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 from the unit 51110 Business Strategy offered in Semester One. Please note that this unit will {only }be available to students who have completed 51110 Business 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
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the unit and enrich their learning experience.
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. 2000, Marketing Research, McGraw-
International Editions, USA.
ACTIVITY HOURS Directed Study 35 Private Study 60 Assessments 70
No *F/S Marks Due Description Wtg(%) LBL WWW 1 F 100.00 03/08/01 RESEARCH PROPOSAL Y N 2 F 28/08/01 PROGRESS REPORT Y N 3 S 70.00 23/11/01 RESEARCH PROJECT REPORT (WRITTEN) 70.00 Y N 4 S 30.00 RESEARCH PROJECT PRESENTATION 30.00 Y N
1 1 To obtain a passing mark in this unit students must
satisfactory return for the formative assessment and obtain a
passing mark for the assignments in aggregate. 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 the Unit Leader before the due date. 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 provided. 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. 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.