| Effective Term: | 2027/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing Research |
| Unit ID: | BUMKT3206 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT2201) |
| Co-requisite(s): | Nil |
| Exclusion(s): | (BUMKT2603) |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit aims to acquaint students with both the theory and practical applications of marketing research. Its goal is to underscore the importance of marketing research in facilitating informed business and marketing decisions. Therefore, the primary emphasis will be on converting management challenges into marketing research problems, including defining research questions and setting objectives. Students will explore the nature and diverse applications of secondary and primary data, employing appropriate qualitative and quatitiative research techniques for market analysis and interpretation of research findings. Special attention will be dedicated to the ethics involved in the marketing research industry. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| Skills: |
| Application of knowledge and skills: |
| Other outcomes: |
| O1. | Evaluate the marketing research process, research-design alternatives, and ethical and compliance requirements that support informed business decisions. |
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| O2. | Analyse a marketing decision problem and formulate appropriate research objectives, questions and/or hypotheses. |
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| O3. | Design a marketing research plan that selects appropriate primary and secondary data, qualitative and quantitative methods, and sampling approaches for defined business objectives and constraints. |
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| O4. | Analyse and interpret qualitative and quantitative data using appropriate techniques and digital tools to generate evidence-based marketing insights. |
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| O5. | Communicate research findings and recommendations effectively to relevant stakeholders and collaborate to deliver research-based solutions to real-world marketing challenges. |
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| Unit Content: |
Topics may include:
1. Introduction and the role of marketing research
2. Research management and design
3. Design of surveys
4. Measurement
5. Sampling
6. Primary and secondary data
7. Data acquisition and processing
8. Introduction to data analysis techniques
9. Applications of marketing research
10. Communicate results
11. Ethics in marketing research |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | | Level | FEDTASK 1
Interpersonal | Students at this level will demonstrate an advanced ability in a range of contexts to effectively communicate, interact and work with others both individually and in groups. Students will be required to display high level skills in-person and/or online in: • Using and demonstrating a high level of verbal and non-verbal communication • Demonstrating a mastery of listening for meaning and influencing via active listening • Demonstrating and showing empathy for others • High order skills in negotiating and conflict resolution skills\\ • Demonstrating mastery of working respectfully in cross-cultural and diverse teams. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 2
Leadership | Students at this level will demonstrate a mastery in professional skills and behaviours in leading others. • Creating and sustaining a collegial environment • Demonstrating a high level of self -awareness and the ability to self-reflect and justify decisions • Inspiring and initiating opportunities to lead others • Making informed professional decisions • Demonstrating initiative in new professional situations. | | FEDTASK 3
Critical Thinking and Creativity | Students at this level will demonstrate high level skills in working in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically to generate and consider complex ideas and concepts at an abstract level • Analysing complex and abstract ideas, concepts and information • Communicate alternative perspectives to justify complex ideas • Demonstrate a mastery of challenging conventional thinking to clarify complex concepts • Forming creative solutions in problem solving to new situations for further learning. | Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context | FEDTASK 4
Digital Literacy | Students at this level will demonstrate the ability to work competently across a wide range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Mastering, exploring, evaluating, managing, curating, organising and sharing digital information professionally • Collating, managing complex data, accessing and using digital data securely • Receiving and responding professionally to messages in a range of professional digital media • Contributing competently and professionally to digital teams and working groups • Participating at a high level in digital learning opportunities. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 5
sustainable and Ethical Mindset | Students at this level will demonstrate a mastery of considering and assessing the consequences and impact of ideas and actions in enacting professional ethical and sustainable decisions. Students will be required to display skills in: • Demonstrate informed judgment making that considers the impact of devising complex solutions in ambiguous global economic environmental and societal contexts • Professionally committing to the promulgation of social responsibility • Demonstrate the ability to evaluate ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Communicating lifelong, life-wide and life-deep learning to be open to the diverse professional others • Generating, leading and implementing required actions to foster sustainability in their professional and personal life | Level 1 - Students require directions and boundaries from mentor |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | Professional Standards |
| 1. |
1, 2, 3 |
Prepare a Research Proposal to address a topical research problem |
Group Proposal |
20-40% |
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| 2. |
4, 5 |
Analyse a dataset related to the research problem, interpret the findings and reflect on their significance. |
Data Analysis and Discussion Report (Individual or Group) |
20-30% |
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| 3. |
1, 2, 3, 4, 5 |
Compile and present a comprehensive project report using secondary data and analysis to address the research problem. |
Integrated Final report and presentation (Individual or Group) |
40-50% |
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