Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module examines the role of information in a commercial context, and reviews the approaches, tools and techniques by which organisations can generate and apply knowledge. After identifying the role of information in the strategic decision-making process, the module reviews a wide variety of methods for collecting, analysing and using data, from commercial marketing information systems to academic research projects.
Marketing research context
Defining the marketing research problem and developing a research proposal
Collecting and analysing quantitative data
Collecting and analysing qualitative data
Managing research project
A student passing this module should be able to:
1. Appreciate the relationships between marketing, consumption and customer behaviour;
2. Be cognisant of the ethical controversies surrounding consumption;
3. Understand the significance of brands to customers' lives;
4. Appreciate the key influences on customers and their behaviour;
5. Be aware of the influences of stakeholders and inter-organisational relationships on organisational buying behaviour;
6. Comprehend the theories explaining customer and organisational buying behaviour and understand how they can be used to inform marketing practice.
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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