Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module explores a range of strategies and methods for collecting and analysing data for marketing decision-making. The module focuses particularly on the design and implementation of marketing research projects. A practical approach is taken, whereby students learn relevant theory by conducting their own research project.
Current issues in marketing research.
A student passing this module should be able to:
Develop skills in problem solving: The marketing research process is inherently one of problem definition and solving. Students will be encouraged to take a structured approach to the solution of problems tactical problems arising from the research process, and more to the strategic problems to which the research relates.
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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