Research & Analytics in Marketing - MAN00023I

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Module summary

This module aims for the students to develop an understanding of:

• The value of information, research, and analytics in marketing at the national and international level
• The processes involved in and techniques which can facilitate the collection, analysis and interpretation of marketing data and information
• The challenges that arise when research is conducted across borders
• New trends in data analysis such as dealing with (and benefiting from) “big data” as they apply to a range of different organisations

Module will run

Occurrence	Teaching period
A	Autumn Term 2022-23

Module aims

This module aims for the students to develop an understanding of:

• The value of information, research, and analytics in marketing at the national and international level
• The processes involved in and techniques which can facilitate the collection, analysis and interpretation of marketing data and information
• The challenges that arise when research is conducted across borders
• New trends in data analysis such as dealing with (and benefiting from) “big data” as they apply to a range of different organisations

Module learning outcomes

Subject content

• Awareness of the importance of information and research in marketing decisions
• Understanding of marketing research approaches and techniques including both qualitative and quantitative
• Appreciation of the additional challenges arising when marketing research is conducted across borders, its causes, and potential solutions
• Appreciation of some recent developments in marketing metrics and analytics (incl. “big data”)

Academic and graduate skills

• Ability to design a marketing research plan and conduct marketing research
• Ability to assess the quality and suitability of information sources, marketing research reports and surveys
• Ability to assess the suitability of alternative methods of data gathering in light of different geographic, institutional, and cultural contexts as well as on- and offline environments
• Ability to describe, summarise and present marketing research data

Module content

Indicative lecture topics:

• The nature of marketing research, the marketing research process, objectives and research design
• Quantitative research methods
• Marketing research across borders
• Big data and marketing analytics
• Group work in seminars focusing on a range of research contexts, questions and scenarios. 

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

Students will receive feedback on formative assessment within 2 weeks from submission. They will also receive detailed comments on the summative assessment explaining how the student performed in relation to the assessment criteria. Turnaround time for summative assessment is 4 weeks. Finally, at the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.

Indicative reading

Useful Textbook:

Malhortra, N.K., Birks, D.F. and Nunan, D. (2017) Marketing Research: An applied approach, 5^th Edition. Pearson. ISBN-10: 1292103124, ISBN-13: 9781292103129

 

Supplementary textbooks:

Fawcett, B. and Pockett, R. (2015) Turning Ideas into Research: Theory, Design & Practice, Sage Publications. ISBN: 9781446266717

Field, A. (2013) Discovering Statistics Using IBM SPSS Statistics, 4^th Edition, Sage Publications. ISBN-13: 978-9351500827

Silverman, D. (2013) Doing Qualitative Research, 4^th Edition. Sage Publications. ISBN-13: 978-1446260159

 

Useful Journals

European Journal of Marketing

Harvard Business review

International Marketing Review

Journal of Consumer Research

Journal of International Marketing

Journal of Marketing

Journal of Marketing Management