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, 5th 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, 4th Edition, Sage Publications. ISBN-13: 978-9351500827