This module introduces you to key concepts and techniques in marketing research and the analysis of marketing problems.
The main aim of the module is to prepare you for future roles as marketing, product, brand and advertising managers by being able to commission, manage, interpret and use marketing information. It will also prepare you for practical market or advertising research projects conducted in your final year (e.g. MKTG 310; 311; 312; 331).
The module covers both qualitative and quantitative research methods, as well as how to run and manage research projects. For the quantitative part of the unit, you will be introduced to SPSS.
A key element is group work, which forms 20% of the overall course assessment. Students therefore need to be prepared and committed to working in groups of three-six throughout the year.
|Terms taught||Michaelmas and Lent|
|Credits||16 ECTS credits|
|Prerequisites||MKTG 101 or MKTG 227|
|Assessment||40% coursework and 60% exam|