T4 2022
Course Title: Marketing Research 1
Course Code: MA4121
Program: Bachelor in Marketing
Department: Marketing
College: College of Business
Institution: Umm Al Qura University
Version: 2
Last Revision Date:
2/2/2023Course Specification
T-104
2022
2
Table of Contents:
Content Page
A. General Information about the course 3
1. Teaching mode ( mark all that apply)
2. Contact Hours (based on the academic semester) 3 B. Course Learning Outcomes (CLOs), Teaching Strategies and
Assessment Methods 5
C. Course Content 7
D. Student Assessment Activities 7
E. Learning Resources and Facilities 7
1. References and Learning Resources 7
2. Required Facilities and Equipment 8
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G. Specification Approval Data 9
3
A. General information about the course:
Course Identification 1. Credit hours: 3 2. Course type
a. University ☐ College ☐ Department ☒ Track ☐ Others ☐ b. Required ☒ Elective☐
3. Level/year at which this course is offered:
Level 10
4. Course general Description:
• To introduce students to some research methods that are considered very useful for the academic and professional practices.
• To enable students to know how to conduct a marketing research project by understanding the qualitative and quantitative approaches and exploring data in different ways to make the right decision.
• To offer an overview of considerations and challenges issued from the social research.
5. Pre-requirements for this course (if any):
Marketing data analysis, integrated marketing communication 6. Co- requirements for this course (if any):
N/A
7. Course Main Objective(s):
The course Objectives are:
1. To introduce students to the concepts and practice of marketing research 2. To provide students with hands on knowledge of conducting a research study 3. To develop ethical and professional standards for conducting research
1. Teaching mode ( mark all that apply)
No Mode of Instruction Contact Hours Percentage
1. Traditional classroom Yes 90
2. E-learning Yes 10
3.
Hybrid
Traditional classroom
E-learning
4. Distance learning
4
2. Contact Hours (based on the academic semester)
No Activity Contact Hours
1. Lectures 30
2. Laboratory/Studio 3.
Field4. Tutorial 5. Others (specify)
Total 30
5
B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods
Code Course Learning Outcomes
Code of CLOs aligne d with
progr am
Teaching Strategies Assessment Methods
1.0 Knowledge and understanding
1.1
(i) Description of the knowledge to be acquired 1. Understand some basic concepts of research and its methodologies
2. Identify appropriate research topics
3. Select and define appropriate research problem and parameters
4. Prepare a project proposal
5. Designing the
Research Proposal
6. Designing and using surveys,
k1
• Provide a lecture outline with the main points to be covered to assist students to follow the lecture and guide their note taking
• Explain any relevant background information that may assist students in understanding key concepts.
• Define any new or unfamiliar words or concepts, and provide opportunities for clarification.
• Encouraging
contributions in class and team work
Multipl e choice Quiz Project Assign ment
Midter m exam Final exam
1.2
…
2.0 Skills
2.1
Critically evaluating and interpreting research information in order to define and recommend a market- specific response/course of action
Attention Skills: A student's ability to attend to incoming information can be observed, broken down into a variety of sub-skills (Sustained Attention, Selective Attention, and Divided Attention)
Assessing the relevance of research tools and techniques in relation to a specific business situation
a common learning goal.
Critical Thinking - Critical thinking is a collection of mental activities that include the ability to intuit, clarify, reflect, connect, infer, and judge
Discussion Strategies:
Engaging students in discussion deepens their learning and motivation by propelling them to develop their own views and hear their own voices
Group and individual assignments
6
Code Course Learning Outcomes
Code of CLOs aligne d with
progr am
Teaching Strategies Assessment Methods
• Memory: The ability to
store and recall
information(Long-Term Memory, Working Memory)
• Logic and Reasoning:
The ability to reason, form concepts, and solve problems using unfamiliar information
2.2
…
3.0 Values, autonomy, and responsibility
3.1
Listening skills: the ability to accurately receive messages in the communication process Interpersonal communication:
is the process by which student exchange information, feelings, and meaning through verbal and non-verbal messages.
• Verbal Communication
• Collaboration and teamwork skills
Section should be divided into groups of four or five students. Team must set up a project related to topics taught. A team leader should coordinate and be responsible for the work progress.
Encouraging discussions and debates
Regular attendance Keeping good record in all the class activities.
Assessment of team leader ( Leadership skills) : capacity to empower group, respect of timing and deadlines, commitment to accomplish work
3.2
Ability to present written reports
Using a range of standard applications such as MS Word, MS Excel and MS Powerpoint to obtain, process and present data
Having sufficient knowledge in information technology that will enable them to gather,
Encouraging students to use online resources and internet Asking students to prepare well-structured reports
Term projects.
Written reports (Soft copy).
Followi ng up students' presentations in slideshows
7
Code Course Learning Outcomes
Code of CLOs aligne d with
progr am
Teaching Strategies Assessment Methods
interpret, and communicate information and ideas.
...
C. Course Content
No
List of Topics Contact Hours
1.
Introduction to marketing Research: Research, data and insight
32.
Business problem and research problem
33.
Research design
34.
Writing a research Proposal
35.
Sources of existing data
36.
Mid-Term
37.
Evaluating existing data
38.
Qualitative research methods
39.
Doing qualitative research
310.
Analyzing qualitative data
3Total 30
D. Students Assessment Activities
No
Assessment Activities *
Assessment timing (in week no)
Percentage of Total Assessment Score
1.
Quiz 1 and 2 3, 8 20
2.
Mid-Term 6 20
3.
Attendance and participation 2 to 10 10
4.
Final exam Exam period 50
*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)
E. Learning Resources and Facilities 1. References and Learning Resources
Essential References
The Practice of Market Research, 5th Edition
Yvonne McGivern, University of Dublin, Trinity College
©2021 |Pearson
8
Supportive References None
Electronic Materials None
Other Learning Materials None
2. Required Facilities and equipment
Items Resources
facilities
(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)
Classrooms, laboratories, demonstration rooms/labs
About a range from 25-30 students per classroom
Technology equipment (projector, smart board, software)
Lecture room equipped with whiteboard, data show projector, computer, and internet connection
Other equipment
(depending on the nature of the specialty)
MS Excel, PPT presentation used in class in teaching was provided, YouTube, etc.
F. Assessment of Course Quality
Assessment Areas/Issues Assessor Assessment Methods
Effectiveness of teaching
Chair, Students, External Stakeholders
Department and quality committee
Open discussions with the students
Anonymous surveys
Effectiveness of students assessment
Chair, Students, External Stakeholders
Department and quality committee
Checking marking by the
students themselves if it’spossible
Using the help of other members in reviewing the assignments/exams
Quality of learning resources
Chair, Students, External Stakeholders
Department and quality committee
Review of course portfolios
Instructor assessment by students
The extent to which CLOs have been achieved
Chair, Students, External Stakeholders
Department and quality committee
Course specifications are
periodically reviewed at
the departmental level.
9
Assessment Areas/Issues Assessor Assessment Methods Courses are updated periodically and compared to the benchmark standards.
Other
Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)
G. Specification Approval Data
COUNCIL
/COMMITTEE MARKETING DEPARTMENT REFERENCE NO.
DATE 5/02/ 2023
