Program Overview

Introduction to Marketing Research Unit

The Marketing Research unit, coded as BMA331, is a comprehensive course that covers the fundamental principles of marketing research. This unit is designed to equip students with the knowledge and skills necessary to design and conduct market research and develop effective marketing strategies.

Unit Details

• Unit name: Marketing Research
• Unit code: BMA331
• Credit points: 12.5
• College/School: Tasmanian School of Business and Economics
• Discipline: Marketing
• Coordinator: Doctor Rajesh Rajaguru
• Available as an elective: Yes
• Delivered By: University of Tasmania and Third Party(ies): ECA|Universal College of Higher Education Hong Kong
• Level: Advanced

Sustainable Development Goals

The Unit Coordinator has identified that this unit aligns with the following UN Sustainable Development Goals.

Availability

The unit is available at various locations, including:

• Melbourne Study Centre
• Hobart
• Hong Kong Universal Ed
• Online
• Shanghai Ocean University The study periods and attendance options vary by location.

Learning Outcomes

Upon completion of this unit, students will be able to:

• Explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
• Analyse and evaluate basic marketing research theory.
• Explain and analyse the process by which information is gathered, analysed, and interpreted to address research problems in an ethical manner.

Fee Information

The fee information for this unit is as follows:

• Field of Education:
• Commencing Student Contribution: $592.00
• Grandfathered Student Contribution: $592.00
• Approved Pathway Course Student Contribution: Not applicable
• Domestic Full Fee: $2,919.00

Teaching

The unit is assessed through:

• Marketing Research Plan Proposal (30%)
• Workshop Assessment (30%)
• Data analysis and Interpretation (40%) The timetable for lectures and workshops can be viewed online.

Textbooks

The required textbook for this unit is:

• Malhotra, N. K. 2019, Marketing Research: An Applied Orientation, Global Edition, 7th edn, Pearson Education, Harlow, UK Recommended textbooks include:
• Hair, J.F. Jr & Lukas, B.A. 2015, Marketing Research, 4th edn, McGraw-Hill Education
• Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.

Key Dates

The key dates for this unit are:

• Study Period: Semester 1
• Start date: 23/2/2026
• Census date: 17/3/2026
• WW date: 20/4/2026
• End date: 14/6/2026 Note that these dates are subject to change.