MKW2420 Digital marketing research
Faculty of Business and Economics
MKW2420 Digital marketing research is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2023 in Semester 1 and Semester 2 at Malaysia. It needs MKW1120 and unlocks 2 units.
- Credit points
- 6
- Offered in 2023
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2023 handbook entry. See the 2027 entry.
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Requisites
Before MKW2420
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKW2420
2 units list MKW2420 as a prerequisite or corequisite.
Overview
This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. You will be introduced to sample survey methods, statistical techniques for the analysis of survey data and qualitative research techniques with a focus on the online data collection process. You will learn how to develop a brief and a proposal, plan and implement a research project suing appropriate research methods, analyse and interpret results and write a research report.
Offerings in 2023
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
derive a potential research problem
- 2
integrate relevant knowledge on marketing research method in designing a research proposal
- 3
analyse data using appropriate analytical tools
- 4
present the research report in a professional manner.
Workload and teaching
- Teaching approachEnquiry-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKW2420 is part of 2 areas of study in the 2023 handbook.
Contacts
- Chief Examiners
- Dr Dinh Duc Tam
Common questions
What are the prerequisites for MKW2420?
You need MKW1120 before you enrol.
What can I take after MKW2420?
MKW2420 is a prerequisite or corequisite for 2 units, including MKC3500 and MKF2131.
When is MKW2420 offered?
In 2023, MKW2420 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW2420?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW2420 have an exam?
No. MKW2420 has 1 assessment task and no exam.
Which majors and minors include MKW2420?
MKW2420 is part of Digital marketing and Strategic marketing.