Unit Synopsis
Organisations are increasingly using marketing research, insights and analytics to inform marketing decision-making. Data from marketing research is also used to forecast new trends and future implications. This unit equips you with skills to systematically conduct marketing research and you will examine how to design research, gather, analyse and present data for effective decision-making. You will also learn how to apply new tools and techniques for questionnaire design and data analysis. Contemporary digital marketing analytics techniques will be examined and evaluated.
Details
| Level | Undergraduate |
|---|---|
| Unit Level | 3 |
| Credit Points | 6 |
| Student Contribution Band | SCA Band 4 |
| Fraction of Full-Time Student Load | 0.125 |
| Pre-requisites or Co-requisites |
Prerequisites: MRKT 11029 Fundamentals of Marketing.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework). |
| Class Timetable | View Unit Timetable |
| Residential School | No Residential School |
Unit Availabilities from Term 1 - 2026
Term 1 - 2026 Profile
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Assessment Tasks
| Assessment Task | Weighting |
|---|---|
| 1. Presentation | 40% |
| 2. Written Assessment | 60% |
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).
Past Exams
All University policies are available on the Policy web site, however you may wish to directly view the following policies below.
This list is not an exhaustive list of all University policies. The full list of policies are available on the Policy web site .
Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 85.71% (`Agree` and `Strongly Agree` responses), based on a 26.92% response rate.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Source: Student feedback and staff self-reflection.
There is still room for improvement on the clarity of assessment requirements as well as the practice of providing assessment relevant information.
The teaching staff in the future offerings of this unit will be encouraged to design sufficient amount of support resources for the assessments, clearly indicate key assessment requirements in the support resources, and communicate the support resources to students as early as possible.
A range of supportive materials were provided to assist students with their assessments. These included detailed assessment guidelines, comprehensive marking rubrics, and instructional videos discussing each assessment task, including components involving quantitative analysis. All key requirements and assessment criteria were clearly outlined in these resources. In addition, a weekly drop-in session was offered, providing students with the opportunity to meet with the Unit Coordinator and discuss any questions or concerns.
Source: Student feedback and staff self-reflection.
A few students might perceive certain contents of this unit mind-numbing or challenging.
The teaching staff in the future offerings of this unit will be encouraged to incorporate into the learning and teaching materials easily understandable examples or cases on those relatively challenging contents of the unit.
A series of weekly skill-building activities and exercises were integrated into the learning and teaching materials to enhance student engagement and understanding. Real-life examples and quizzes were also incorporated to reinforce key concepts and support students in applying their knowledge in practical contexts.
Source: Staff self-reflection
Students expected to have the exemplars for all assessments available on Moodle to get the support of the report structure.
Provide detailed description of the structure for all assessments.
In Progress
Source: Student feedback
There is scope to improve the lecture content to make it more engaging and interactive for students.
Integrate practical examples within the video to contextualise theory and maintain relevance.
In Progress
On successful completion of this unit, you will be able to:
- Apply effective data analysis techniques in digital and/or traditional marketing research
- Utilise scientific methods and technology to interpret marketing data and translate findings into practical marketing strategies.
- Apply critical thinking to assess the applicability of secondary data in support of specific research findings.
- Effectively communicate marketing research concepts, results and analysis.
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Presentation | • | • | • | • |
| 2 - Written Assessment | • | • | • | • |
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Communication | • | • | • | • |
| 2 - Problem Solving | • | • | • | • |
| 3 - Critical Thinking | • | • | • | • |
| 6 - Information Technology Competence | • | • | • | |
| Assessment Tasks | Graduate Attributes | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 10 | |