Discipline: Marketing Degree Credit  [X]
Non Credit  [ ]
Nondegree Credit  [ ]
Comm Service  [ ]
 

Riverside Community College District
Integrated Course Outline of Record

Marketing 50


COURSE DESCRIPTION
50 Marketing Research Units: 3.00
 
Prerequisite: None.
 
An introduction to various research methodologies useful in the marketing environment. This course will focus on development, execution, and application of marketing research, pulling it all together with completion of a marketing research project. 54 hours lecture.
 
SHORT DESCRIPTION FOR CLASS SCHEDULE
The study of various marketing research methodologies, as a necessary tool in aiding Marketing Management decisions making.
 
ADVISORY ENTRY SKILLS
None.

STUDENT LEARNING OUTCOMES
 Upon successful completion of the course, students should be able to:
  1. Explain the importance for research in marketing decision making
  2. Identify various marketing research methodologies
  3. Select appropriate research methodologies for specific marketing objectives
  4. Develop and execute a research plan as well as some of the actual research
  5. Analyze research findings to aid in Marketing decision making
 
COURSE CONTENT
  TOPICS
 
  1. Marketing research methodologies commonly used in the business world
  2. How businesses utilize the findings to aid in Marketing decision making
  3. The research methodologies covered will include research design, primary and secondary research, qualitative and quantitative research, and accurate crediting of sources.
 
METHODS OF INSTRUCTION
 Methods of instruction used to achieve student learning outcomes may include, but are not limited to:

  • Present class lectures/discussions in order to assist students in achieving the learning outcomes by reviewing relevant course content.
  • Present actual samples of research materials as conducted in the business industry.
  • Show videos/films/slides/audio tapes in order give the student a better exposure to activities related to research execution than may be possible by lectures/discussions alone.
  • Assign group work to design and develop research materials and simulate execution of such research.  
  • Assign on-line research activities in order to assist the student in practical learning of Internet based research methodology.
 
METHODS OF EVALUATION
 Students will be evaluated for progress in and/or mastery of learning outcomes by methods of evaluation which may include, but are not limited to:

  • Quizzes and examinations designed to determine the students’ level of knowledge related to comprehension of various research methodologies and selection of appropriate research methodologies.
  • Oral reports/presentations/performances designed to allow the student to verbally demonstrate the knowledge related to comprehension of various research methodologies, selection of appropriate research methodologies, execution of selected research methodologies, and application of the results to aid in marketing business decisions.
  • Group written work designed to provide the student an opportunity to demonstrate mastery of comprehension of various research methodologies, selection of appropriate research methodologies, execution of selected research methodologies, and application of the results to aid in making marketing business decisions.
  • Class and individual projects designed to encourage alternative and creative methods for the student to demonstrate achievement of learning outcomes or share knowledge or experience working with course content, specifically in the areas of comprehension of various research methodologies, selection of appropriate research methodologies, execution of selected research methodologies, and application of the results to aid in making marketing business decisions.
ASSIGNMENTS

Required Reading Assignments


Required Writing Assignments


Other Outside-of-Class Assignments
 
COURSE MATERIALS
 All materials used in this course will be periodically reviewed to ensure that they are appropriate for college level instruction. Possible texts include:

  • McDaniel, Carl. Marketing Research. Wiley, John & Sons, Inc, 0.
  • Aker, David, Day, George and Kumar, V. . Marketing Decisions. 8th ed. Wiley, John & Sons, Inc, 0.
  • Cooper, Donald R. and Schindler, Pamela S. . Business Research Methods. 9th ed. McGraw-Hill, 2006.
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