SAINT MARTINS UNIVERSITYCOURSE SYLLABUS(revised 01-05-2011) Business Administration 431Course Prerequisites: MTH 201; BA 330. Students are required to have a working knowledge of statistics and marketing.Relationship of Course to Program Curriculum:Entry Competencies and Requirements:SAINT MARTINS UNIVERSITYCOURSE SYLLABUS(revised 01-05-2011) Business Administration 431Marketing Research (3)Class Meeting Time: MWF @ 1:00-1:50p.m. Instructor: Paul PattersonOffice: Room 378, Old MainOffice Hours:MWF10-1:00a.m; Tues. Thurs., 11a.m.-noon and by appointmentTelephone: Office, 360-438-4373; Assistant: Keri Olsen at 360-438-4512Fax: 360-438-4522Email: [email protected] Objectives:The course objective is to apply marketing research to a specific managerial issue. Through a combination of course lecture, research project assignment, and team presentations, students will demonstrate course mastery of the research process by determining the need for market research, defining the research question and progressing through a series of steps culminating in the preparation and presentation of the final research report. Course Prerequisites : MTH 201; BA 330. Students are required to have a working knowledge ofstatistics and marketing. Course Description:Marketing research is a required course for marketing majors. Today’s marketing research addresses the need for better information in order to make better business decisions. This course will address the fundamentals of market research. The “Marketing Concept” holds that the key toachieving organizational goals consists of being more effective than your competitors at creating, delivering, and communicating what the customer values. Marketing research is the key in determining what the customer values and the extent of “value” delivery.Your course syllabus and supporting text are designed to take you through a logical progression of steps necessary to complete your term research project. Feel free at any point to discuss you and your team’s progress with your instructor.Page 1 of 4Pre-Assignments:Read McDaniel, Chapter 1Required Texts and Materials:Hair, Joseph, Wolfinbarger, Ortinau, Bush. Essentials of Marketing Research. McGraw-Hill, 2008. ISBN 978-0-07-338102-2Suggested Additional Supplementary Text Material:McDaniel, Carl, Roger Gates, Marketing Research, 6th Ed. Wiley Publishing, 2005. ISBN 0-471-45519-9.Alreck, Pamela L. The Survey Research Handbook, 3rd ed. McGraw-Hill Irwin.2004/ ISBN 0-07-294548-6 (paperback).Burns, Bush. Basic Marketing Research: using Microsoft Excel Data Analysis. 2nd edition. Pearson Prentice Hall, 2008 0-13-600605-1McQuarrie, Edward, F. The Market Research Toolbox, a Concise Guide for Beginners, Sage Publications, Inc. 1996,ISBN 0-8039=5856-0 (paperback).Kotler, Philip. Marketing An Introduction. New Jersey: Prentice Hall Publications, 2007. ISBN 0-13-0186591-6 (paperback)Mowen, John and Michael Minor. Consumer Behavior, A Framework. New Jersey: Prentice HallPublications, 2001. ISBN 0-13-016972-2 (paperback)Relationship of Course to Program Curriculum:BA431 is a Marketing area of concentration core course in the Bachelor’s, Business Administration Program.Entry Competencies and Requirements:Students entering this course are expected to:1. Write and speak at the college level.2. Have access to and utilize a word processor in preparation of written submissions. Correct use of grammar is a course requirement.3. Attend all classes. Please note 20 points are possible for daily participation and class learning contribution. You cannot participate if you are absent!4. Actively and materially support and participate in student team assignments.Your active participation is necessary. There are several written and oral assignments due, excluding the final research presentation. You are required to participate in each assignment. An additional 40 points will be possible for the oral and written progress assignments.Page 2 of 45. Have a working knowledge of business statistics, Excel XL Data Analyst, and PowerPoint. Learning Outcomes:Understanding Market Research will enhance your ability to perform critical business related thinking. Through this course and upon its successful completion, you will be able to:1. Apply market research and consumer behavior concepts and practices to solving managerial business issues.2. Analyze in written and oral presentation form, the use of marketing research as related to specific business issues.3. Understand and identify opportunities for applying course concepts and tools toward achieving organizational objectives.4. More importantly, you will study how market research relates to the process of effective communication between people in any organizational setting. Activities To Meet Objectives:1. Market Research Report Team Presentation:Your team will present a formal marketing research report (utilizing MLA format) of not less than 15 pages double spaced, 12 pt Calibri type font, exclusive of PowerPoint and appendix materials. This report will be preceded by an executive PowerPoint oral presentation. The following areas must included (be addressed but not limited to):The Research ProposalDefinition of the research problemStatement of research objectivesStatement of research designIdentification of information types and sourcesDetermination of methods to be used to access dataSelection of data collection methodologyDetermination of sample plan and sample sizePresentation of collected dataAnalysis of collected dataPreparation of executive oral reportPresentation of the final written research reportPage 3 of 42. Your overall grade:Your individual grade will be based on quizzes, the grade earned by your research project, quality delivery of milestone assignments on the dates due, and team peer review of your contribution to the team and project. Your peer review will directly impact the term project grade you receive. a. Term Project Research Report:Oral PowerPoint Presentation 30%Written Report 70% 100%b. Coursework and Grading Scheme: Peer Performance Rating X (A) Gradec. Grading Scheme:Criteria: Possible Points Grading:Progress Milestones 8 submissions 85 95-100=A 75-80= C Random Quizzes 60 92-94 = A- 72-74= C-Class Discussion. Participation 25 90-91= B+ 70-71= DTerm Research Oral @ Written Presentation 180 85-89= B 65-69= D 82-84=B- 62-64= D- Total:
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