MMK468 - Research Paradigms in Marketing
Unit details
Note:
You are seeing the 2013 view of this unit information. These details may
no longer be current.
| Offering information: | Not offered in 2013 |
|---|---|
| Enrolment modes: | (B) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Cohort rule: | (For Bachelor of Commerce (Honours) students only) |
| Unit chair: | M Valos |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Contact hours: | This unit is taught in block mode. See CloudDeakin for details. |
Note:Online teaching methods require internet access. Please refer to the most current computer specifications. | |
Content
This unit will focus on developing an awareness of current marketing research and the analytical skills to classify and understand that work. The primary aim is to bridge the gap between textbook learning and the analysis of academic literature such as journal articles. Selected topics include the philosophy of marketing science, empirical generalisations in marketing, marketing links to other disciplines, current research techniques in marketing, post-modern marketing and an examination of the literature in recently developing marketing fields (e.g. service marketing, the Internet, brand management, marketing public relations and relationship marketing).Assessment
Assignment (Leading Discussion on a Literature Synthesis and Analysis) 40%, Written Assignment (Research Paper) 5000 words 60%