Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
One semester
36 hours over the Semester, normally 3 hours per week
Lilydale, Singapore
Nil
Credit Points: 12.5 Credit Points
Effective from 2010 This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
Business and market research units (and indeed textbooks) typically focus on teaching the methodology design associated with the main data collection approaches (e.g., secondary, qualitative and quantitative techniques). However, Strategic Business Research focuses on research based decision making and the strategic role that research plays in effectively directing companies and their activities in the contemporary business world. Marketing managers frequently commission research agencies to carry out their market research tasks and so it is important for them to appreciate the principles of data collection. However, since the Marketing function is increasingly directing business strategy it is critical that managers also appreciate the broader strategic role of research and how employing a proven combination of research activities maximises the chance of longer term success. In the past business research was frequently employed to solve particular problems, such as declining sales and customer satisfaction. However, in modern business research plays a much more proactive function… This unit introduces the three pillars of strategic business research as understanding the organisation, understanding customers, and understanding the marketing environment (including the competition). Students taking this course will appreciate the role of the research pillars in directing strategy and, through analysis and interpretation real life case study data, will be equipped to design strategy and implement appropriate actions on the basis of actual findings. Rather than focusing on methodological design considerations, the unit provides training in the use and interpretation of actual data generated from the most important areas of contemporary business research, namely segmentation, brand health tracking, service quality and customer satisfaction, employee satisfaction and internal audits, retail audits and other research activities that support the marketing mix. More specifically students completing the unit will be able to: 1. Explain the strategic role of research and how it assists in managerial decision making in the contemporary business world. 2. Articulate and explain the research tools most commonly applied in strategic business research. 3. Illustrate the practical application of strategic business research through effective interpretation of case based data and recommend actions on the basis of research findings
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, seminars and online.
Minor assignment 15 - 25% Major assignment 30 - 40% Final exam 40 - 50%
Swinburne University aims to produce higher education graduates who are capable in their chosen profession. Learners bring a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes. Within this context it is the intent of LBM307 Strategic Business Research, that students will continue to develop the following key generic skills: • teamwork skills • analysis skills • problem solving skills • communications skills • ability to tackle unfamiliar problems • ability to work independently
Topics include: • Setting the scene – Strategic pillars of business Marketing research and global trends in expenditure • Strategic business research decision making processes • Barriers to reliable research and effective decision making • Segmentation research • Brand health tracking • Service quality and customer satisfaction • Employee satisfaction and internal audits • Retail audits • Other research activities supporting the marketing mix • Bringing it together – unit overview
Malhotra, N., Hall, J., Shaw, M., Oppenhiem, P. (2008), Essentials of Marketing Research An Applied Orientation, 2nd Ed., Pearson Education Australia, Frenchs Forest.
• Malhotra, N. and Birks, D., (2003) Marketing Research An Applied Approach, 2nd European Edition, Prentice Hall. • Jankowitz, A. (2005), Business Research Projects, 4th edn, Thompson Learning. • Churchill. G., (1999), Basic Marketing Research, Dryden. • Kumar, V., Aaker, D., and Day, G. (2002) Essentials of Marketing Research, 2nd edn, Wiley, New York. • Chisnall, P.M. (2001), Marketing Research, 6th edn, McGraw Hill.
