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The information below is relevant from 05/03/2018 to 08/03/2020
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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 Prerequisite: MRKT 11029

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 - 2018

Term 1 - 2018 Profile
Brisbane
Distance
Melbourne
Perth
Rockhampton
Sydney
Term 1 - 2019 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2020 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2022 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. Online Quiz(zes) 20%
2. Written Assessment 50%
3. Practical Assessment 30%

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 - 2021 : The overall satisfaction for students in the last offering of this course was 4.5 (on a 5 point Likert scale), based on a 43.4% 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: Have your say
Feedback
Some students suggested more feedback to be provided for assessments.
Recommendation
The recommendation is to provide more assessment feedback, such as individualised and considerate feedback for each assessment.
Action Taken
This recommendation has been implemented.
Source: Student feedback.
Feedback
Positive comments on the design of the assessment task that involved qualitative data analysis.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to keep incorporating qualitative data analysis into the design of the relevant assessment task.
Action Taken
Nil.
Source: Student feedback and staff self-reflection.
Feedback
Jamovi turned out to be an excellent free software for students to utilise for the purpose of completing the assessment task that involved quantitative data analysis.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to keep teaching students on how to utilise Jamovi to conduct the quantitative data analysis required by the relevant assessment task.
Action Taken
Nil.
Source: Student feedback and staff self-reflection.
Feedback
A few students (initially) found it challenging to work on the assessment task that involved quantitative data 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 quantitative data analysis.
Action Taken
Nil.
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 - Online Quiz(zes)
2 - Written Assessment
3 - Practical 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
4 - Information Literacy
6 - Information Technology Competence
8 - Ethical practice
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 - Online Quiz(zes)
2 - Written Assessment
3 - Practical Assessment