MRT491 - Marketing Research Capstone

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Last revision date Sep 14, 2020 9:58:52 AM
Last review date Sep 14, 2020 9:58:52 AM

Subject Title
Marketing Research Capstone

Subject Description
The course is the students? opportunity to execute a professional research study in their area of specialization.  Students exercise their professionalism and applied research skills to facilitate a sound business decision on a problem/opportunity in a real client business context.  In this course, students apply their consultative, project management and client service knowledge as they work in teams on a marketing problem. They prepare a professional research report and present findings and recommendations to a selected audience.

Credit Status
1 credit (3 units)
Required for BMRK – Honours Bachelor of Commerce - Marketing

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

1.              Address client project needs by evaluating the availability of secondary research and designing required primary research.

2.              Collect research data to maximize representative, timely, and comprehensive research findings.

3.              Use project management techniques to execute the research process.

4.              Adhere to professional and ethical guidelines to minimize harm to participants and challenges about the authorship.

5.              Interpret research findings to formulate recommendations.

6.              Present results and recommendations to disseminate research findings.

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.

Execute mathematical operations accurately.

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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

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.