Market Research and Decision-Making unit (BMA611)

Melbourne Study Centre, Ultimo Study Centre, Hobart, Online

Introduction

Businesses are changing constantly, and markets are moving at a rapid pace. This means that market research is critical for keeping abreast of such changes. Market research comprises a critical facet of marketing practice; playing a central role in supporting marketing management, business decision-making and helping to solve business problems. Market research is the key to identifying market opportunities and underpins the ability of a firm to make sound decisions. This unit will develop your knowledge of market research principles; the main methods used in market research, and their role in supporting marketing decision-making. You will develop knowledge, critical analysis, and creative thinking to define market research problems, data measurement, questionnaire design, sampling, data collection, and data analysis and presentation of results to support marketing decisions. This unit will enable you to undertake market research and develop skills in making decisions based on market research data, solve marketing problems, use statistical software and develop your written communication.

Summary

Unit name	Market Research and Decision-Making
Unit code	BMA611
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Denni Arli
Delivered By	University of Tasmania and Third Party(ies): ECA
Level	Postgraduate

Availability

Location	Study period	Attendance options		Available to
Melbourne Study Centre	Semester 2
Ultimo Study Centre	Semester 2
Hobart	Semester 2
Online	Semester 2

Note

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Key Dates

Study Period	Start date	Census date	WW date	End date
Semester 2	05/07/2027	27/07/2027	30/08/2027	24/10/2027

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2027 are indicative and subject to change. Finalised census dates for 2027 will be available from the 1st October 2026. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

• Explain the theories and principles of market research and compare different approaches
• Develop and implement a market research plan to solve marketing problem
• Apply and appraise the ethical issues associated with the market research process

Fee Information

Field of Education	Commencing Student Contribution 1,3	Grandfathered Student Contribution 1,3	Approved Pathway Course Student Contribution 2,3	Domestic Full Fee 4
080505	$2,253.00	$1,764.00	not applicable

• Available as a Commonwealth Supported Place
• HECS-HELP is available on this unit, depending on your eligibility³
• FEE-HELP is available on this unit, depending on your eligibility⁴

¹ Please refer to more information on student contribution amounts.
² Please refer to more information on eligibility and Approved Pathway courses.
³ Please refer to more information on eligibility for HECS-HELP.
⁴ Please refer to more information on eligibility for FEE-HELP.

If you have any questions in relation to the fees, please contact UniConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.

Teaching

Teaching Pattern	Workshops will be delivered weekly to support student learning and engagement across both delivery modes.  In-person workshops will be conducted on campus and online workshops will be delivered via Zoom.
Assessment	Online tests (10%)|Market Research Plan (45%)|Marketing Research Report (45%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required	You will need the following text: Hair, J. et al. 2014. Marketing Research, 4th edition, McGraw-Hill Education.
Recommended	See MyLo for the recommended readings

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.