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Unit of study_

MKTG2113: Marketing Insights

Semester 1, 2024 [Normal day] - Camperdown/Darlington, Sydney

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
MKTG1001 and MKTG1002
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Amanda Kennedy,
Lecturer(s) Amanda Kennedy,
Nicole Hallett,
Type Description Weight Due Length
Supervised exam
Final Exam
Final Exam
35% Formal exam period 2 hours
Outcomes assessed: LO1 LO3
Participation Participation
10% Please select a valid week from the list below Ongoing
Outcomes assessed: LO4
Assignment Individual Problem Definition Report
Problem Definition Report
25% Week 06
Due date: 28 Mar 2024 at 23:59
1500 words
Outcomes assessed: LO1
Assignment group assignment Data Analysis Report
Data Analysis Report
30% Week 13
Due date: 24 May 2024 at 23:59
3000 words
Outcomes assessed: LO2 LO3 LO4
group assignment = group assignment ?

Assessment summary

  • Problem Definition Report: Students will describe why research needs to be conducted for a given scenario, create an initial research question, objectives and hypotheses and design an effective questionnaire
  • Data Analysis Report: Students will form groups of up to 5 members from the same tutorial class. Students will be presented with Qualitative and Quantitative Data and will need to analyse this data to provide recommendations to management.
  • Final Exam: The Final Exam will test students understanding of the key theory and concepts taught in the unit.
  • Tutorial participation: To promote a learning and knowledge sharing atmosphere, students are encouraged to prepare prior and participate during class. Participation marks are awarded for in-class contributions and the BRC.

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


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. 


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.


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.


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. 


0 - 49

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

For more information see

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.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

In accordance with University policy, these penalties apply when written work is submitted after 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.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 Introduction to Marketing Insights Lecture (2 hr)  
Week 02 Using Secondary Data for Research Lecture and tutorial (3 hr)  
Week 03 Qualitative versus Quantitative Research Lecture and tutorial (3 hr)  
Week 04 Measurement and Questionnaire Design Lecture and tutorial (3 hr)  
Week 05 Qualitative Data Analysis Lecture and tutorial (3 hr)  
Week 06 Quantitative Data Preparation Lecture and tutorial (3 hr)  
Week 07 Quantitative Data Analysis: Descriptive Statistics Lecture and tutorial (3 hr)  
Week 08 Quantitative Data Analysis: Analysing Relationships Lecture and tutorial (3 hr)  
Week 09 Quantitative Data Analysis: Comparing Means Part 1 Lecture and tutorial (3 hr)  
Week 10 Quantitative Data Analysis: Comparing Means Part 2 Lecture and tutorial (3 hr)  
Week 11 Quantitative Data Analysis: Regression Lecture and tutorial (3 hr)  
Week 12 Communicating Report Findings Lecture and tutorial (3 hr)  
Week 13 Revision and Final Exam Preparation Lecture and tutorial (3 hr)  

Attendance and class requirements

Lecture recording: Lectures will be recorded and will be available on Canvas, however, please note the Business School does not own the system and cannot guarantee that the system will operate or that every lecture will be recorded. There is also no guarantee that the sound quality will be acceptable. It is therefore strongly recommended that students attend all 13 lectures in person. 

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. & Heritage, B. (2023) SPSS Statistics: A Practical Guide, 5th Edition, Cengage Learning. 

Recommended Additional Text 

Babin, B., D'Alessandro, S., Winzar, H., Lowe, B. and Zikmund, W. (2020) Marketing Research, 5th Asia Pacific Edition, Cengage Learning. [ISBN 9780170438964]. - text used in MKTG1002 or any recent Marketing Research text. 

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. Design a research project for a given scenario which includes a survey instrument.
  • LO2. Analyse qualitative and quantitative research data using appropriate methods.
  • LO3. Interpret qualitative and quantitative data to form meaningful insights to inform marketing decisions.
  • LO4. Work collaboratively to solve marketing problems and make recommendations for decision making.

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

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

In response to student feedback the order of the content has been changed to improve the structure and make it more focused.


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

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