MKT30018 – Marketing Insights

MKT30018     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


150 credit points
Marketing Research and Analytics (MKT20019)



Aims and Objectives

This unit aims to introduce students to the insight generation process. This is a key skill for marketers due to the exponential growth in availability of data from various sources, such as digital platforms, becoming a prevalent part of the marketing landscape. This unit introduces students to key methodological frameworks that can be used to analyse and synthesize information from various data sources. Through the insight generation process students will be able to develop marketing intelligence that can be used to inform marketing and business strategies. This unit provides training in and encourages the use of creative thinking to tackle business problems.

Students who successfully complete this unit will be able to:
1. Apply relevant frameworks to the analysis and synthesis of various data and trends
2. Use research findings to generate insights and devise strategic implications
3. Analyse and interpret consumer and market based trends to inform strategies
4. Demonstrate creative thinking in the interpretation of data and trends
5. Communicate professionally and function effectively as an individual or as an effective member of a team

General Skills Outcome

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