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MKT2601 Marketing Intelligence
Credit Points: 15

The unit includes the nature and process of marketing intelligence. It covers a review of the methods used to collect market intelligence available to an organisation. It examines how these different avenues for research complement each other to form a sound market information base. The process of research including: data collection methods, sampling, measurement concepts and techniques, data preparation and analysis, and marketing research applications are reviewed. In addition, the implications of research ethics are discussed. The focus of the unit is on decisional research for the management/marketing decision process. A practical and applied approach is adopted in this unit, focusing on providing relevant information for managerment decisions.

Full Unit Outline

This Unit is part of the following Courses / Unit Sets
K21Bachelor of Event, Sport and Recreation Management
K76Bachelor of Marketing and Creative Services
K77Bachelor of Marketing, Advertising and Public Relations
M63Bachelor of Sport Management
MAAACXMarketing Major
Disability Standards for Education (Commonwealth 2005)
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes, Graduate Attributes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website:

Last Updated - Higher Education: 31/03/2010 VET: 31/03/2010