MRKT19038 - Marketing Research and Analytics

General Information

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 3 - 2024

Term 1 - 2025 Profile
Brisbane
Melbourne
Online
Sydney

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).

Assessment Overview

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 20%
2. Written Assessment 40%
3. Written Assessment 40%

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%).

Consult the University's Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2024 : The overall satisfaction for students in the last offering of this course was 20.00% (`Agree` and `Strongly Agree` responses), based on a 21.74% 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
Feedback
The practical teaching approach and the real-world examples utilised by the teaching staff are appreciated.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to keep taking the practical teaching approach and keep utilising high-quality and high-relevancy real-world examples in delivering this unit.
Action Taken
This recommendation has been implemented.
Source: Staff self-reflection
Feedback
A few students (initially) might have found it challenging to work on the assessment task that involved the thematic analysis.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to design and provide for students clear and easily understandable support resources on the assessment task that involves the thematic analysis.
Action Taken
This recommendation has been implemented.
Source: Staff self-reflection
Feedback
The learning contents associated with experimental design could have been further improved.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to further improve the clarity of the learning contents associated with experimental design, as well as incorporate exemplary marketing or consumer behaviour experiments into the learning contents.
Action Taken
This recommendation has been implemented.
Source: Student feedback and staff self-reflection.
Feedback
There is still room for improvement on the clarity of assessment requirements as well as the practice of providing assessment relevant information.
Recommendation
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.
Action Taken
In Progress
Source: Student feedback and staff self-reflection.
Feedback
A few students might perceive certain contents of this unit mind-numbing or challenging.
Recommendation
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.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Discuss marketing research and analytics in theory and practice
  2. Identify and evaluate a range of tools and instruments used in marketing research for data collection and sampling
  3. Evaluate various marketing web analytics tools and techniques
  4. Apply effective data analysis techniques in digital and traditional marketing research
  5. Effectively communicate marketing research concepts, results and analysis.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Presentation •
2 - Written Assessment •
3 - Written Assessment • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Introductory Level
• Intermediate Level
• Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication • • • • •
2 - Problem Solving • • • • •
3 - Critical Thinking • • • •
6 - Information Technology Competence • • •
Alignment of Assessment Tasks to Graduate Attributes
• Introductory Level
• Intermediate Level
• Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Presentation • • •
2 - Written Assessment • • •
3 - Written Assessment • • • •