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MKTG71-602: Market Research


Marketing is based on the principle of providing value to customers. To provide value, we need to know what customers need and want; what they know, think and feel about our brand; and how they are likely to behave. Market research refers to the various tools and techniques used in the collection, analysis and interpretation of data to facilitate marketing decision making. This subject will provide you with a theoretical understanding of market research as well as give you practical, hands-on experience collecting, analysing and interpreting data to making more effective decisions.

Subject details

Code: MKTG71-602
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning outcomes

  1. Demonstrate advanced and integrated knowledge and technical skills with respect to market research.
  2. Conduct a market research study, including defining a complex marketing problem; developing and executing research techniques to investigate the problem; and critically analyse and interpret the findings.
  3. Demonstrate the ability to work effectively with others to complete a project by working within a team.
  4. Demonstrate effective oral communication skills by presenting a short overview of an assigned marketing topic.
  5. Critically reflect on one's personal learning experience to extract and evaluate insights related to teamwork and technical aspects of market research.

Enrolment requirements



Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):