MKM701 - Applied Marketing Research

Outline information
Semester
Schools offering this subject
Last revision date 2024-01-29 01:17:16.82
Last review date 2024-04-01 00:15:07.646

Subject Title
Applied Marketing Research

Subject Description
Consumer and market understanding are critical inputs to manage and grow a brand in today?s marketplace.  In this course, students apply concepts from psychology, sociology and economics to understand the purchase behaviour of consumers, relate these concepts to marketing theory and practice, and identify insights into the formulation and implementation of marketing strategies and tactics.

Students will learn current and future trends in consumer behaviour with a North American focus and what it means for brand marketers.

Students will understand different marketing research methodologies, be able to determine how and when a specific research methodology should be used and evaluate the relevance and accuracy of a market and consumer research study.  They will interpret market research to uncover powerful insights to drive brand strategies and tactics.

Credit Status
One Credit toward the Marketing Management Ontario Graduate Certificate Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.Determine the appropriate market research method to gain insight into a marketing situation
2.Evaluate the validity of market research study including but not limited to bias, statistical significance and overall design
3.Create a formal market research brief, with secondary research support, that adheres to ethical guidelines
4.Formulate evidence-based conclusions and recommendations from market and consumer research to enable brand marketing strategies and tactics
5.Create persuasive, complete and professional communications of research results and insights to gain management support
6.Apply personal, psychological, social/cultural, group and situational determinants of consumer behaviour to enhance brand performance
7.Map and analyze the customer journey to generate insights to enhance brand strategies
8.Describes current and future trends in consumer behaviour in North America.
9.Explain ethical issues concerning market and consumer research, and consumer behaviour.

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.

    •  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.

    •  Manage the use of time and other resources to complete projects.

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.