MKT3602 - Marketing Research

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
One Semester
Exclusive Courses:
Course Offering Term*:
Semester A 2023/24, Semester B 2023/24

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

This course aims to introduce the nature and basic concepts of Marketing Research.  The role of Marketing Research in marketing management will be discussed. The essential steps of research process as well as their relevance and importance in Marketing Research are emphasized.

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

Continuous Assessment: 65%
Examination: 35%
Examination Duration: 2 hours
Regulation of the Course
1. Students need to meet the attendance requirement of the Dept. of Marketing for the completion of the course.
2. Students are required to pass BOTH coursework and examination components in order to be awarded a pass.
3. Students' final grades are subject to the Assessment Panel or its delegate's final decision.
Detailed Course Information