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MMK468 - Research Paradigms in Marketing

Enrolment modes:

Not offered in 2015

Credit point(s):1
EFTSL value: 0.125
Cohort rule:(For Bachelor of Commerce (Honours) students only)
Unit chair:

TBA

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

Nil

Contact hours:

This unit is taught in block mode.  See CloudDeakin for details.

Note: You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

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%

Unit Fee Information

Unit fee information available soon

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8th June 2007