Marketing Research

Module code: MARK 2302

Module description

The intended purpose of this module is to familiarise students with modern Marketing Research theory and practice. Market Research provides much of the information that allows the 'marketing concept' to be put into practice. The aim is to promote current 'best practice' in all topic areas, and the research process will be examined comprehensively from problem definition to presentation of results. Most students should find the basic research skills can be usefully applied in different areas of employment from marketing to social research.

The Group Project is an important feature of the module, providing students with a satisfying opportunity to put theory into practice in a 'live' context of their choice. Furthermore, students will be shown that Market Research is not only carried out on the general public, though that is often its most conspicuous aspect. Other types of consumers will be mentioned in specialised 'business to business' applications.

Contact hours per student per year

• Lectures: 24 hours
• Tutorials: 12 hours

Assessments

• Assessed workbook (2000 words): 50%
• Research pitch presentation (10 minutes): 50%

Additional costs: No extra costs other than purchase of books