RESEARCH METHODOLOGY FOR MARKETING (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: apply critical thinking in research as foundation in organizational decision making; apply appropriate approaches and techniques in a research project; apply appropriate data analysis technique in research process and design; obtain certain skills for gathering consumer insights and execute research project..

Topics:

The nature of postgraduate education put special emphasis on the development and expansion of new or existing knowledge. It is within the objective of postgraduate education that a graduate student should be able to expand their understanding on existing knowledge, may it be qualitative as well as quantitative, and provides contributions to such area. For marketer, research is the integral part for deciding the right marketing strategy.  The dynamic nature of market and consumer behaviors   demand any marketing graduates to be able to critically evaluate and make decisions based on findings of a research. This course is specially designed for creative marketing graduate by developing students’ knowledge and skill in research process, thus preparing them to start their own research activities especially in the context of marketing lab in the class and preparing them for thesis writing. The course will put additional weight on qualitative research, where students can learn on how to obtain the compelling consumers insights by utilizing the marketing lab facilities.  Several sessions are dedicated for students to practice in the marketing lab facility.  Topics covered in this course will equip students to conduct the following: problem identification, critically review the literature, selection of research designs, data collection and data analysis, and research report writing and presenting.