MMK365 - Marketing Insights

Year: 2018 unit information
Enrolment modes: Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Waterfront (Geelong), Cloud (online)
Credit point(s): 1
EFTSL value: 0.125


Unit chair: C Dubelaar

MIS171 plus

one of MMK277 or MMK101 plus

one of MMK266, MMK295 or MMK393



Incompatible with:


Contact hours:

Campus: 1 x 1 hour class, 1 x 2 hour seminar per week

Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (recordings provided) per week


This unit illustrates the important role of marketing research in strategic decision-making. The marketing research process will be examined in detail including: problem identification; research design; questionnaire design; sampling; data collection; data analysis; and report preparation. A range of statistical analysis techniques will be discussed. Students will gain a sound understanding of how marketing research benefits the marketing function of an organisation. The main techniques used to gain information for marketing decision-making will be examined. This unit will provide a conceptual and practical base to further studies in marketing.


Assessment 1 (Group of up to 4 students) Written assessment - Establish and provide a written report on the scope for a chosen market research project from a list provided or one chosen by the group (500 words) 10%

Assessment 2 (Group of up to 4 students) Written assessment - Set out the data collection and analysis requirements for the chosen market research problem identified in Assessment 1 (1000 words) 10%

Assessment 3 (Group of up to 4 students) Written assessment - Analyse the collected data as set out in the analysis plan in Assessment 2 (1000 words) 15%

Assessment 4 (Group of up to 4 students) Written assessment (10 minute presentation) Present the final report as if to the client, summarising all previous elements and adding interpretation and recommendations for a decision, 15%

Written examination (2 hours) Closed book, 50%

Hurdle requirement: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination

Unit Fee Information

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