ApplyEnquire

Details for MKT301 Market Research

Conducting effective market research is essential for understanding customer needs and driving informed decision-making within organisations. Through this unit, students will be equipped with the skills to design, conduct, and analyse both qualitative and quantitative research, transforming data into actionable insights. Students will explore the strategic role of market research, its applications, and ethical considerations across various sectors, including corporate and church environments.

Quick Stats

  • Currently offered by Alphacrucis: Yes
  • Course code: MKT301
  • Credit points: 10

Subject Coordinator

Pratima Durga

Prerequisite

The following courses are prerequisites:

  • At least 80 credit points, including  BUS201—Business Statistics and MKT101—Foundations of Marketing

Unit Content

Outcomes

  1. Assess different kinds of research, design and application of research relevant to marketing;
  2. Demonstrate competency in data analysis and how to transform data into relevant market insight;
  3. Understand the difference between qualitative and quantitative market research and when to use what;
  4.  Understand the role of market research, its benefits and limitations for management and managerial decision making. This includes understanding research as part of the innovative process;
  5. Describe the challenges and ethical boundaries of market research both for corporations and for the church;
  6. Demonstrate an ability to design a market research program, evaluate a research proposal and interpret research findings.

Subject Content

This course may be offered in the following formats

  • Face-to-Face (onsite)
  • Distance/E-Learning (online)
  • Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

  • Online Exams (20%)
  • Minor Essay (30%)
  • Group Presentation (50%)

Prescribed Text