MARKETNG 3006MELB - Delivering Customer Insights

Melbourne Campus - Semester 1 - 2022

This course will provide students with an in-depth understanding of the practice of market research, to identify and deliver customer insights. Working in a group, students will be conduct a practical market research project; working through all stages of the market research process including research design, data collection, analysis and interpretation of findings. Students will be required to understand and apply both qualitative and quantitative research techniques and will present the findings from their research in both written and oral formats.

  • General Course Information
    Course Details
    Course Code MARKETNG 3006MELB
    Course Delivering Customer Insights
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s Melbourne Campus
    Units 3
    Restrictions Available only to University of Adelaide College Melbourne Campus students
    Course Description This course will provide students with an in-depth understanding of the practice of market research, to identify and deliver customer insights. Working in a group, students will be conduct a practical market research project; working through all stages of the market research process including research design, data collection, analysis and interpretation of findings. Students will be required to understand and apply both qualitative and quantitative research techniques and will present the findings from their research in both written and oral formats.
    Course Staff

    Course Coordinator: Megan Brownbill

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    Knowledge and Understanding

    This course is designed to provide students with a basic understanding of the market research process and the role of market research in strategic decision-making. There will be a focus on understanding the theoretical components of research design, as well as developing practical skills in data collection, analysis and interpretation. Through practical application within a market research project, students will: 1) design a research project including a sampling and research method, 2) develop a focus group or interview guide and a survey, 3) manage data collection, 4) conduct qualitative and quantitative data analysis, 5) interpret results, and 6) present research findings.

    Emphasis will be placed on developing written and oral communication skills for presentation to corporate clients.

    Ethical business frameworks will also be reiterated and required to be adopted.


    Learning Outcomes


    On successful completion of this course, students will be able to:
    1. Discuss the managerial importance of market research and its role in marketing strategy
    2. Provide a detailed overview of the stages in the market research process
    3. Develop a market research design which incorporates appropriate research approaches; including measurement instruments and sampling frames
    4. Use contemporary statistical packages to analyse quantitative data
    5. Interpret data analysis in the context of the identified business problem
    6. Communicate research results in written and oral presentation formats
    University Graduate Attributes

    No information currently available.

  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    No information currently available.

    Assessment Detail

    No information currently available.

    Submission

    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.