Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Important note about enrolment in this unit:

This unit is delivered in both internal and external modes. The external offering of this unit is only available to domestic students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.

Management practices in advertising, marketing, and public relations require an understanding of how marketing research can inform decision making about products, programs and campaigns. Professionals must have sufficient knowledge of the research process and skills in research methods to effectively function in their positions. This unit equips students with the knowledge and skills to identify research needs and develop, design and evaluate research, particularly survey research, projects.

Aims

The aim of this unit is to provide students with an understanding of the conduct of survey research to inform management decision-making in advertising, marketing, public relations and integrated marketing communication.

Objectives

Course Learning Goals (Postgraduate)

The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
At the conclusion of this unit, students should be competent to:

1. develop basic survey research to support information needs related to such problems as consumer and stakeholder attitudes and opinions about organisational products, issues, and promotions;
2. understand issues related to the design, management, and evaluation of research to support organisational/client information needs;
3. design and undertake some statistical analyses; and
4. evaluate research studies.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The content of the unit has been designed to follow the stages of the market research process, which are problem identification, formulation of research objectives, research design, fieldwork/data collection, data analysis and presentation.

Approaches to Teaching and Learning

Teaching and learning strategies in this unit facilitate an understanding of challenges associated with the development, management, and evaluation of marketing research projects to support management decision making in advertising, marketing, public relations and integrated marketing communication. Lectures will be supplemented by problem and case-based workshops that explore and apply the lecture concepts.

Assessment

Students please note: Assessment in this unit is offered in internal and external modes based on your course attendance mode.Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Case Analysis
Description: Students will analyse a case study and identify the research problem, specify the concepts that should be measured and outline appropriate qualitative research design options for addressing the problem.
Length/Duration: 1,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2 and AOL goals: KS (1.1), PC (3.1)
Weight: 20%
Internal or external: Both
Group or individual: Group
Due date: Week 6


Assessment name: Exam
Description: The exam, consisting of multiple choice questions, will test students on their understanding of the major problems and issues related to the course content during Weeks 1 to 10
Length/Duration: 1.5 hours
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 4 and AOL goals: KS (1.1)
Weight: 25%
Internal or external: Both
Group or individual: Individual
Due date: Week 11


Assessment name: Final Research Project Report
Description: Students will analyse a comprehensive survey research case study. The report will address issues including problem identification, concepts to be measured, measurement of concepts, questionnaire design, sampling, and data analysis.
Length/Duration: 2,500 words
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.2), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 55%
Internal or external: Both
Group or individual: Individual
Due date: Week 13


Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Wilson, A., Johns, R., Miller, K., & Pentecost, R. (2010). Marketing Research: An Integrated Approach. Pearson Australia: Frenchs Forest, NSW.

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Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 19-Dec-2012