Program Overview

Course Overview

The course MARK 531, Analysing Markets, examines the key role of collecting, interpreting, and analysing marketing data and information to assist marketing managers. It involves applying the principles of market research and information technologies to marketing and strategy-related problems.

Course Details

• Dates: 23 February 2026 to 21 June 2026
• Starts: Trimester 1
• Fees:
  • NZ$1,325.55 for domestic students
  • NZ$4,848.90 for international students
• Lecture Start Times: Wednesday, 11:30am
• Campus: Pipitea
• Estimated Workload: Approximately 150 hours or 8.8 hours per week for 17 weeks
• Points: 15

Entry Restrictions

• Prerequisites: None
• Corequisites: None
• Restrictions: GBUS 531 (students who have already passed this course cannot take MARK 531)

Taught By

Faculty of Commerce & Administration — Wellington School of Business and Government

Disclaimer

This course outline may be subject to change.

Key Dates

Important dates, including mid-trimester teaching breaks, can be found on the University's key dates calendar. Assessment dates will be announced once the course has begun.

About This Course

This course explores how market data and information can be collected, interpreted, and analysed to help managers make better decisions. Students will learn how to apply research principles and use modern information technologies, including artificial intelligence tools, to solve real-world market strategy problems.

Course Learning Objectives

Students who pass this course should be able to:

1. Discuss the role of information and research when making marketing decisions
2. Identify research problems in marketing
3. Identify and apply appropriate marketing research concepts and techniques to marketing and strategy-related problems

How This Course Is Taught

In 2026, this course is delivered on campus. Lectures are in person, on campus, and are recorded with no restrictions on recording availability. Lecture recordings are intended as a useful supplement to learning but not as a full substitute for lecture attendance.

Assessment

• Problem Formulation & Secondary Market Research Report: 30%
• Qualitative and Quantitative Analysis: 30%
• Final Market Research Project: 40%

Mandatory Requirements

There are no mandatory requirements for this course.

Lecture Times and Rooms

• 23 February 2026 to 5 April 2026
• 20 April 2026 to 31 May 2026

What You'll Need to Get

The software required for this course is available from VUW. Some prior knowledge of the following software is desirable: Excel, SPSS.

Past Versions of This Course

Older versions of this course may be accessible through the course archive.

Student Feedback

Previous students' feedback on this course can be found in the student feedback database.