Subject details

  • Topics
    • Improving customer satisfaction and service quality
    • Measuring and improving brand health
    • Retail audits for effective portfolio, category management and channel strategy
    • Understanding consumer attitudes and behaviour
    • Idea generation for products and communications
    • Developing and improving product offerings
    • Effective promotions
    • Evaluating advertising impact
    • Developing prices
    • Outlet design and merchandising formats
    • Effective market segmentation
  • Study resources
    • Print Materials
      • Welcome letter
    • Online Materials
      • Printable format materials

Students who successfully complete this subject will be able to:

  1. Demonstrate how marketing and communication managers can effectively manage research decision making, research stakeholder relationships and the research process to ensure best outcomes
  2. Identify and describe  the information managers require in order to effectively fulfill marketing and communication functions
  3. Evaluate the techniques used and the questions asked to generate the most commonly used marketing and communication information
  4. Interpret the information generated for practical marketing and communication decision making and develop appropriate strategies and mixes
  5. Communicate professionally and function effectively as an individual, and / or an effective member or leader of a team.
  • Assignment 1 - Assignment 1 — Minor (Individual) (15-25%) (0%)
  • Assignment 2 - Assignment 2 — Major (Group) (30-40%) (0%)
  • Assignment 3 - Invigilated Exam — Individual (35-55%) (0%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject

Entry Requirements

You must have successfully completed the following subject(s) before starting this subject:

Special requirements

No special requirements

This subject examines the information and decision making in which organisations most commonly engage in to develop effective marketing. The content reflects key information areas that companies invest most of their market research budget.
It also imparts understanding and practical experience in critical aspects of research information and decision making in contemporary business contexts. Trends in marketing research, internal company market information strategies and information challenges posed by international and emerging markets are explored.

The use and interpretation of data generated from popular areas of contemporary market research and other research activities that support marketing and communication functions are covered.

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