MKX3002 Enhanced research skills - Semester 2, 2013
The purpose of this unit is to offer a broad appreciation of academic marketing research and to provide an understanding of the Honours year. The unit offers the opportunity to read widely in marketing theory with the intention of identifying a potential research project. The unit is taught through the seminar method and students will read from leading marketing journals and the business press. Seminars will be offered by staff members or visiting academics. The unit will introduce students to critical analysis of marketing theory with a view to assessing research topics and encourage/facilitate the development of independent research.
Mode of Delivery
6 points, SCA Band 3, 0.125 EFTSL
PrerequisitesStudents of honours standard will be invited to enrol in this unit.
Chief Examiner(s)Dr Mauricio Palmeira
Dr Mauricio Palmeira
Learning OutcomesThe learning goals associated with this unit are to:
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Assessment Criteria Grading Descriptors available at:
This teaching and learning approach provides facilitated learning, practical exploration and peer learning.
Monash Library Unit Reading List
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Prescribed text(s) and readings
All readings are available for download from Moodle.
Class 1 – August 5th (1 page)
Rauscher, F.H., Shaw, G.S, & Ky, K.N. (1993). Music and Spatial Task Performance, Nature, 365, 611.
The Mozart Effect How Music Makes You Smarter. Downloaded from HowToLearn.com.
Gender imbalance – where does it STEM from? Monash University News, 5 June 2013.
Class 2 – August 19th
d’Astous, A. & Mathieu, S. (2008). Inciting Consumers to Buy Fairly-Traded Products: A Field Experiment. Journal of Consumer Marketing, 25, 3, 149-157.
Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer Response to Retailer Use of Cause-Related Marketing: Is More Fit Better? Journal of Retailing, 83 (4), 437-445.
Class 3 – September 2nd
Thompson, D. V., Hamilton, R. W., & Rust, R. T. (2005). Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing, Journal of Marketing Research, 42 (November), 431-442.
Ariely, D., & Levav, J. (2000), “Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed”, Journal of Consumer Research, 27 (3), 279-290.
Class 4 – September 16th
Shiv, B., Carmon, Z., & Ariely, D. (2005). Placebo Effects of Marketing Actions: Consumers May Get What They Pay For, Journal of Marketing Research, 42 (November), 383-393.
Morales, A. C. (2005). Giving Firms an “E” for Effort: Consumer Responses to HighâEffort Firms, Journal of Consumer Research, 31 (4), 806-812.
Mazar, N., & Zhong. (2010). Do Green Products Make Us Better People? Psychological Science, 21 (4), 494-498.
Class 5 – October 7th
Wansink, B., & Chandon, P. (2006). Can “Low-Fat” Nutrition Labels Lead to Obesity? Journal of Marketing Research, 43 (4), 605-617.
Tomiyama, A. J, Moskovich, A., Haltom, K. B., Ju, T., & Mann, T. (2009). Consumption After a Diet Violation Disinhibition or Compensation? Psychological Science, 20 (10), 1275-1281.
Recommended text(s) and readings
These readings are optional.
Trim, M. (2006) Practicing Peer Review, Pearson Longman. Also available at 808.042071T831W
Wilkie, W. L. & Moore, E. S. (2003) Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development, Journal of Public Policy & Marketing, 22 (2), 116-146.
Palmeira, Mauricio M. (2011), “The Zero-Comparison Effect,” Journal of Consumer Research, 38 (June), 16-26.
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