Organisations are increasingly using marketing research, insights and analytics to inform marketing decision-making. Data from marketing research is also used to forecast new trends and future implications. This unit equips you with skills to systematically conduct marketing research and you will examine how to design research, gather, analyse and present data for effective decision-making. You will also learn how to apply new tools and techniques for questionnaire design and data analysis. Contemporary digital marketing analytics techniques will be examined and evaluated.

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student feedback

The practical teaching approach and the real-world examples utilised by the teaching staff are appreciated.

The teaching staff in the future offerings of this unit will be encouraged to keep taking the practical teaching approach and keep utilising high-quality and high-relevancy real-world examples in delivering this unit.

Feedback from Staff self-reflection

A few students (initially) might have found it challenging to work on the assessment task that involved the thematic analysis.

The teaching staff in the future offerings of this unit will be encouraged to design and provide for students clear and easily understandable support resources on the assessment task that involves the thematic analysis.

Feedback from Staff self-reflection

The learning contents associated with experimental design could have been further improved.

The teaching staff in the future offerings of this unit will be encouraged to further improve the clarity of the learning contents associated with experimental design, as well as incorporate exemplary marketing or consumer behaviour experiments into the learning contents.