Strategic Business Research
MAR370
Overview
Level of study: What does Undergraduate Level 3 mean?
Undergraduate Level 3
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
Students enrolling in this unit come prepared with an understanding of basic marketing concepts and behaviour from first year studies which, for most students, will have been enriched with later Marketing units such as Survey Research Methods, Marketing Behaviour and Integrated Marketing Communications. The objective of this unit is to enable students to apply their learned marketing knowledge to the strategic application of marketing research. More specifically the unit: 1. Explains the role of research and how it assists in managerial decision making in the contemporary business world (ie. exploratory, strategic planning and tactical research approaches). 2. Provides insights to the research tools most commonly applied in Marketing, as well as when and how to use them. 3. Illustrates their practical application AND most importantly trains students (future managers) to interpret and implement actions on the basis of research findings.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Mandatory prerequisites
You must have successfully completed the following unit(s) before starting this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Assessment
- Assignment 1 — (15%-35%)
- Assignment 2 — (30%-40%)
- Invigilated Exam — (40%-50%)
Learning Outcomes
More specifically students completing the unit will be able to:
- explain the strategic role of research and how it assists in managerial decision making in the contemporary business world
- articulate and explain the research tools most commonly applied in strategic business research
- illustrate the practical application of strategic business research through effective interpretation of case-based data and recommend actions on the basis of research findings.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Setting the scene - strategic pillars of business marketing research and global trends in expenditure |
| 2 | Strategic business research decision making processes |
| 3 | Barriers to reliable research & effective decision making |
| 4 | Segmentation research |
| 5 | Brand health tracking |
| 6 | Service quality and customer satisfaction |
| 7 | Employee satisfaction and internal audits |
| 8 | Retail audits |
| 9 | Other research activities supporting the marketing mix |
| 10 | Bringing it together - unit overview |
Study Resources
Each unit offered through OUA provides students with unit information that includes assessment topics and due dates, policy information and contact numbers for university support and academic staff. Study materials will also clearly outline each week's topic, readings, student activities and the format of all assessment.
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
