MRK455 - Applied Marketing Research
| Semester | |
| School | |
| Last revision date | 2024-01-29 01:18:14.782 |
| Last review date | 2024-04-01 00:15:07.661 |
Subject Title
Applied Marketing Research
Subject Description
The emphasis of this subject is on marketing research as an integral part of management decision making. Students will gain an understanding of the required steps in designing a research study to yield relevant, timely, applicable, and accurate information. Students will also gain experience in applying research concepts and methods to current management problems. Data interpretation and recommendations based on evidence will also be a key focus. The subject will be user oriented. Students will learn to determine the marketing information needs of management, to obtain the appropriate information, to objectively interpret the information and to effectively communicate that information.
Credit Status
MRK455 is a one full credit subject.
Learning Outcomes
Upon successful completion of this subject the student will be able to:
1. Evaluate the role of Marketing research in the marketing management decision process and market analysis.
2. Design a full and formal marketing research project to aid in the marketing management decision making process
3. Propose appropriate methodologies to help solve marketing issues.
4. Construct appropriate measurement instruments that effectively address marketing problems
5. Formulate evidence based conclusions and recommendations to help management better interpret and act upon
marketing research results.
6. Demonstrate effective interpersonal and communication skills.
Essential Employability Skills
• Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.
• Respond to written, spoken, or visual messages in a manner that ensures effective communication.
• Apply a systematic approach to solve problems.
• Use a variety of thinking skills to anticipate and solve problems.
• Locate, select, organize, and document information using appropriate technology and information systems.
• Analyze, evaluate, and apply relevant information from a variety of sources.
• Show respect for diverse opinions, values, belief systems, and contributions of others.
• Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
• Manage the use of time and other resources to complete projects.
• Take responsibility for one's own actions, decisions, and consequences.
Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).
Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.
Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.
Prerequisite(s)
MRK200
Topic Outline
Will be provided by the Professor in class.
Mode of Instruction
A variety of instructional modes may be used. These could include, but are not limited to, lectures, labs, independent study, class discussion, team and independent assignments or projects.
Prescribed Texts
Marketing Research Essentials, Second Canadian Edition by Carl McDaniel, Jr., Roger Gates, Subramanian Sivaramakrishnan, & Kelley Main. John Wiley & Sons.
There are 3 purchase options:
- E-text: Marketing Research Essentials, 2nd Canadian Edition 9781118823361.
- Loose-leaf: Marketing Research Essentials, 2nd Canadian Edition Binder Ready 978-1-118-82300-
- Bound Paperback: Marketing Research Essentials, 2nd Canadian Edition 978-1-118-04317-2.
Reference Material
Required Supplies
None
Student Progression and Promotion Policy
http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html
Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html)
| A+ | 90% to 100% |
| A | 80% to 89% |
| B+ | 75% to 79% |
| B | 70% to 74% |
| C+ | 65% to 69% |
| C | 60% to 64% |
| D+ | 55% to 59% |
| D | 50% to 54% |
| F | 0% to 49% (Not a Pass) |
| OR | |
| EXC | Excellent |
| SAT | Satisfactory |
| UNSAT | Unsatisfactory |
For further information, see a copy of the Academic Policy, available online (http://www.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices. (https://www.senecapolytechnic.ca/registrar.html)
Modes of Evaluation
| Assessment | Value of Final Grade in the Course |
|
Research Project – Brief & Proposal (Group) Survey (Group) |
10% + 10% |
| Concept Exercise: Problem Solving (Individual) | 10% |
| Research Project – Presentation + Report (Group) | 5% + 20% |
| Data Visualization – Tableau (Individual) | 10% |
| Data Analysis - SPSS (Individual) | 15% |
| Final Assignment (Individual) | 20% |
*Research Project details to be announced by the professor in class.
Professionalism: All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism”. Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course. Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade. The Marketing Programs: Guidelines and Policies on Professionalism document will be provided electronically by the Professor. Please refer to it for additional information.
Tests and Exams; Assignments, Reports, Projects and other Term Work
All assignments and written reports must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by the professor, if otherwise specified). Any assignment or report that is submitted late will be given a grade of zero (0%). Similarly all tests and exams must be written on the date scheduled. Missed tests or exams will result in a grade of zero (0%).
All students are reminded of their responsibilities as outlined in Seneca’s Academic Policy, including the requirement that all material from other sources must be properly cited using the MLA method. Plagiarism (the use of the work of others, without appropriate citation) and other forms of cheating will be treated as academic dishonesty; penalties include a mark of zero, a notation on the student’s transcript, and suspension from the college.
Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.
Participation
What you get out of this course is highly correlated to what you put into it. Your degree of preparation, class attendance, and willingness to be an active participant will all affect how well you do in MRK455. At a minimum, you must read all assigned chapters prior to scheduled classes to keep up with the quick pace and volume of topics presented in MRK455.