2002 Swinburne TAFE Handbook - Swinburne University of ...

146 I Subject Details
-Consequences
- ACCC directives
Promotional and Selling Techniques
- False representations
- Unfair practices
- Consequences
8887D
Applied Marketing Research
54 nominal hours· Prahran - Prerequisite: Nil- Corequisites: Nil
A subject in the Graduate Certificate in Advertising
Aims & Objectives
The purpose of this module is to develop the knowledge, skills andattitudes required to
conduct and apply market research to marketing opportunities and problems.
On successful completion of this module learners will be able to:
Relate market research, its role and application to marketing decision making and
management.
Investigate and analyse the participants, structure, regulation and ethics in the
market research industry and discuss the impact of regulation on industry
practice.
Define research problems and design comprehensive research proposals for
specific market situations.
Evaluate the different types of research and sources of marketing data, and select
develop and apply appropriate research designs/techniques to specific marketing
situations.
Develop and apply exploratory and conclusive data collection instruments,
sampling plans, and analysis procedures (following the market research process)
for specific marketing situations.
Content
Definition of market research and its role in marketing.
Practical application of research in marketing decision making/management.
Marketing information systems.
The participants, structure, regulation and ethics in the market research industry.
Marketing research proposal including.
The marketing research process including.
Sources of marketing data.
Types of market research.
Research design.
Oualitative research techniques.
Ouantitative research techniques.
Ouestionaire design.
Sampling.
Data analysis procedures for specific marketing situation.
Data presentation/reporting formats.
8887f
Applied Services Marketing
54 nominal hours· Prahran • Prerequisite: Nil. Corequisites: Nil
A subject in the Graduate Certificate in Advertising
Aims & Objectives
The purpose of this module isto provide learners with the specific knowledgeand skills
to effectively market services.
On successful completion ofthis module learners will be able to:
Identify and explain the distinguishing characteristics associated with the
marketing of services and develop strategies to manage the impacts of these
characteristics.
Research and evaluate strategic issues that effect both the services marketing
mix and the components of the service production model.
Develop a framework for managing customer satisfaction and service quality.
Content
Distinctive aspects of services
Service Strategy Managing the Service Experience:
Service delivery
Pricing of Services
Service Communication Mix
Physical Evidence: The service setting
People in services
Assessing and improving service delivery
Service quality
Customer satisfaction and retention
Service recovery strategies
8887G
Applied Direct Marl