MKT5612 - Applied Marketing Research

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
Intensive Teaching Mode/One semester
Equivalent Course(s)
Course Offering Term*:
Semester A 2022/23

* The offering term is subject to change without prior notice
Course Aims

The purpose of marketing research is to support managerial decision making. In this course, students will be introduced to the different stages of the marketing research process. The focus will be on how to: (1) improve students’ analytical and problem-solving skills, 2) introduce students to different stages of the marketing research process including problem definition, research design, data collection and analyses, and report writing, 3) demonstrate the use of marketing research information in managerial decision making, and 4) enable students to become an effective decision maker.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 55%
Examination: 45%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Marketing