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Unit of study_

MKTG2113: Marketing Insights

Semester 1, 2022 [Normal day] - Remote

Fundamental to marketing is a requirement to understand the environment and how to establish an on-going connection with customers in order to meet ever-changing needs and wants more effectively. Marketing insights address such dynamism and interplay in the marketplace by engaging in applied research to generate insights and conveying them in a meaningful and useful way to aid marketing decisions. This unit equips students with the practical knowledge and technical skills necessary to see through the entire research process involving project planning, collecting and analysing data, and generating insights. Particular focus is given to the use of different qualitative and quantitative research strategies for data collection, including: secondary data collection, observation and projective techniques, questionnaire design, and experimental design.

Unit details and rules

Unit code MKTG2113
Academic unit Marketing
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
MKTG1001 and MKTG1002
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Aekyoung Kim, aekyoung.kim@sydney.edu.au
Type Description Weight Due Length
Final exam (Record+) Type B final exam Final exam
Written exam
30% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3
Participation Tutorial participation
Participation
10% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3
In-semester test (Record+) Type B in-semester exam Mid-term
Written exam
20% Week 07
Due date: 06 Apr 2022 at 10:00
1 hour
Outcomes assessed: LO1 LO2 LO3
Presentation group assignment Presentation
Oral presentation
10% Week 12 15 minutes
Outcomes assessed: LO1 LO2 LO3
Assignment group assignment Research report
Report
30% Week 13 3000 words
Outcomes assessed: LO1 LO3 LO2
group assignment = group assignment ?
Type B final exam = Type B final exam ?
Type B in-semester exam = Type B in-semester exam ?

Assessment summary

  • Research report: You will form into a group of up to 5 members from the same tutorial class and complete a written final research report. In this report, you will discuss your research plan, provide evidence of your data analysis, and report your data findings/insights.
  • Presentation: With your project group, you will showcase your research insights in your respective tutorials. All members of the group are required to contribute to the presentation.
  • Exam: The two exams will assess your understanding of the unit materials presented during the semester.
  • Tutorial participation: The tutorials (held in labs) are designed to support the lecture content and provide guidance to the planning, execution, discussion, analysis and reporting of the group assessment components.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website  provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.  

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 1. Unit introduction; 2. Marketing research insight Lecture (2 hr) LO1
Week 02 Measurement and questionnaire design Lecture and tutorial (3 hr) LO1 LO2
Week 03 Analyzing the data: preliminary analysis Lecture and tutorial (3 hr) LO2 LO3
Week 04 Analyzing the data: testing for difference I Lecture and tutorial (3 hr) LO2 LO3
Week 05 Analyzing the data: testing for difference II Lecture and tutorial (3 hr) LO2 LO3
Week 06 Revision I Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 07 Mid-term Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 08 Analyzing the data: testing for association I Lecture and tutorial (3 hr) LO2 LO3
Week 09 Analyzing the data: testing for association II Lecture and tutorial (3 hr) LO2 LO3
Week 10 Analyzing the data: testing for association III Lecture and tutorial (3 hr) LO2 LO3
Week 11 Analyzing the data: multivariate analysis I Lecture and tutorial (3 hr) LO2 LO3
Week 12 Analyzing the data: multivariate analysis II Lecture and tutorial (3 hr) LO2 LO3
Week 13 Revision II Lecture and tutorial (3 hr) LO1 LO2 LO3

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Allen, P., Bennett, K. and Heritage, B. (2019) SPSS Statistics: A Practical Guide, 4th Edition, Cengage Learning. [ISBN 9780170421140]

All other readings for this unit can be accessed on the Library eReserve link available on Canvas.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. employ the marketing research process to help organisations make informed business decisions
  • LO2. evaluate pieces of scientific research, recognise the method/s used and review the conclusions drawn
  • LO3. analyse and synthesise data gathered to form meaningful insights.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

No changes have been made since this unit was last offered.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.