Marketing Research focuses on developing knowledge and skills that are practical in nature yet grounded in theory. In this course, you will concentrate on learning theory to assist in applying appropriate tools and techniques, diagnosing suitable methods and approaches, and applying these to a contemporary workplace situation. 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.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

1. Insights

6. Data analytics

You will also work towards developing the following AMI professional competencies:

18. Planning, project management and performance measurement

21. Communications

23. Ethics and integrity