MKTG6001: Semester 1, 2021

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Units MKTG6001 Semester 1 2021 [Normal day]

Unit of study_

MKTG6001: Marketing Research

Overview

This unit provides an introduction to marketing research and an overview of the industry. The major components of marketing research projects are discussed and students gain an insight into understanding and structuring research problems. The unit also gives an overview of primary, secondary and internal sources of data as well as advanced methods and techniques of research.

Details

Academic unit	Marketing
Unit code	MKTG6001
Unit name	Marketing Research
Session, year ?	Semester 1, 2021
Attendance mode	Normal day
Location	Camperdown/Darlington, Sydney
Credit points	6

Enrolment rules

Prohibitions ?	None
Prerequisites ?	None
Corequisites ?	None
Available to study abroad and exchange students	Yes

Teaching staff and contact details

Coordinator	Steven Lu, steven.lu@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Record+)	Final exam Written exam	40%	Formal exam period	2 hours
Outcomes assessed:
Participation	Class participation Participation	10%	Ongoing	Ongoing
Outcomes assessed:
Assignment	Project stage 1 Report	25%	Week 07	2500 words
Outcomes assessed:
Assignment	Project stage 2 Report	25%	Week 13	3000 words
Outcomes assessed:
= group assignment ? = Type B final exam ?

Project stage 1: Students will form groups and complete a written report. A real-world marketing problem will be assigned. You will be expected to discuss your research plan and execute the research you propose.
Project stage 2: Students will complete a written data analysis report in the same group as the earlier group assessment component.
Class participation: To promote a learning and knowledge sharing atmosphere, students are encouraged to prepare and participate in class. Marks awarded will be based on one’s preparation and contributions during class discussions.
Final exam: Final exam will assess the students’ understanding of the subject materials delivered by the text, lectures and tutorials from the second half of the unit.

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.

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.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, 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 dishonesty or plagiarism seriously.

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

Weekly schedule

WK	Topic	Learning activity
Week 01	Unit introduction	Seminar (3 hr)
Week 02	1. Research process; 2. Secondary research	Seminar (3 hr)
Week 03	1. Qual res: focus groups; 2. Observational res.	Seminar (3 hr)
Week 04	Survey research	Seminar (3 hr)
Week 05	Measurement	Seminar (3 hr)
Week 06	1. Online data collection; 2. Sampling	Seminar (3 hr)
Week 07	Revision	Seminar (3 hr)
Week 08	Experimentation	Seminar (3 hr)
Week 09	Text Analysis	Seminar (3 hr)
Week 10	1. Data coding and preparation; 2. Data analysis: descriptive analysis	Seminar (3 hr)
Week 11	Data analysis: testing for difference (t-tests)	Seminar (3 hr)
Week 12	Data analysis: testing for association (correlation and regression analysis)	Seminar (3 hr)
Week 13	Revision	Seminar (3 hr)

Attendance and class requirements

Lecture recordings: 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

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

McDaniel C and Gates R 'Marketing Research - 11th edition', Sydney, Wiley and Sons (ISBN 978-1-119-392021-9).
Coakes S 'SPSS v.20 for Windows: Analysis without Anguish', Sydney, John Wiley & Sons (ISBN 9781118337769)

Learning outcomes

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.

Outcomes
Graduate qualities

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

LO1. Develop the necessary theoretical understanding and practical skills to execute real-world marketing research projects.
LO2. Develop the skills required to identify, evaluate, and supply the information necessary on which to base practical business decisions.
LO3. Identify and execute the principal steps of the marketing research process.
LO4. Understand how marketing research fits into the broader strategic planning process, with reference to existing theories, concepts and models of business management.

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
Learning outcomes

Closing the loop

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

Additional information

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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.

Current students

Overview

Details

Enrolment rules

Teaching staff and contact details

Assessment

Assessment criteria

Late submission

Special consideration

Academic integrity

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Graduate qualities

Outcome map

Closing the loop

Additional information

Disclaimer

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