MKX5220

Advanced marketing research

Mr Mike Shaw

6 points
* One 3-hour class per week
* First and second semester
* Caulfield and Peninsula

Objectives The aim of this subject is to provide students with relevant appreciation and understanding of, and skills and experience in, the conduct of strategic research investigations (as distinct from everyday applied research), with particular emphasis on the interdependent role of marketing within the broader organisation.

Synopsis This subject takes a management of the research function approach with a large component incorporating business, industrial and international research, along with some consumer research issues.

Assessment Project (4500 words): 45%
* Oral presentation: 15%
* Examination (3 hours): 40%