Faculty of Business and Economics

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This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Sean Sands



  • Second semester 2016 (Day)


This unit bridges the market research process and strategy development by introducing students to industry and competitor analysis, as well as trend and consumer insight techniques, through the synthesis of secondary data. Understanding these macro insights is a fundamental part of the marketing landscape. By forecasting trends, managers can better understand what drives and motivates consumers. The synthesis of such secondary data can greatly assist in the development of successful marketing strategies.


The learning goals associated with this unit are to:

  1. demonstrate the skills required to conduct, analyse, and interpret secondary data
  2. track and analyse trends and use them to inform strategy
  3. use secondary research to draw strategic implications and form recommendations
  4. appraise the role and importance of trends analysis and consumer insight techniques within organisations.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)