MKT20019 – Marketing Research and Analytics

MKT20019     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


87.5 Credit Points from a Bachelor Degree


Fundamentals of Marketing (MKT10007)



Aims and Objectives

Prior to 2020 this unit was called Marketing Research

This unit aims to assist students to understand the value of data to marketers as well as the marketing research process, and how marketing analytics can assist in the marketing decision making process. Students will develop the ability to identify research opportunities, collect, analyse and interpret data from traditional and digital data sources, as well as to understand how marketing research findings can be practically implemented in the business environment. Through latest data analytical and visualisation tools, students will generate the marketing research reports that can assist marketing managers and business to make inform strategic decisions.

Students who successfully complete this unit will be able to:

  1. Identify and design appropriate research objectives, questions or hypotheses in order to address a specific research problem
  2. Formulate and evaluate different research design elements and outline how they inform research practices
  3. Analyse primary and secondary data using appropriate analytical tools and interpret the results to assist marketing decision making
  4. Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design
  5. Work collaboratively in groups

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently, and
• Teamwork skills