Marketing Research focuses on developing knowledge and skills that are practical in nature, yet grounded in theory. The overall objective of the course is to provide you with the capability to effectively plan and manage marketing research projects as well as conduct basic data analysis. The course also aims to provide a foundation for higher-level courses requiring quantitative and qualitative analysis.

You will concentrate on learning the theory behind applying appropriate tools and techniques, diagnosing suitable methods and approaches, and applying these to a contemporary workplace situation.


Course coordinator

Dr Linda Robinson, Senior Lecturer - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Critique and propose how marketing research can be conducted and managed by both clients and suppliers for optimum results for stakeholders;
  • Critically analyse the advantages and disadvantages of different types of research designs, data collection and sampling methods;
  • Design a marketing research plan that will achieve the research objectives of the organisation; and
  • Assess the overall quality of a marketing research project and its usefulness in the marketing decision-making process.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.