This course helps students to understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions. This course boosts students' critical thinking, ethical/social awareness, reflection, self-regulation and adaptability as independent and investigative marketing research specialists using experiential learning (e.g., working with a live client) to solve real-life challenges.

6 x 2 hour lectures

3 x 2 hour lab sessions

2 x 2 hour tutorials

None

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1. Portfolio; Individual; 2500 words; 100%; ILOs 1-5.

This course aims to:

■ Develop students' ability to recognise the relative values and importance of marketing research, especially in the international marketing environment.

■ Encourage the acquisition of skills relating to critical analysis, interpretation and discussion of the different marketing research designs and methods.

■ Equip students with the appropriate knowledge of marketing research techniques to be able to conduct primary and secondary qualitative and quantitative research.

By the end of this course students will be able to:

1. Devise the most appropriate marketing research methodology (including secondary/primary and qualitative/quantitative research designs) to inform marketing decision making.

2. Collect data for specific marketing research problems.

3. Analyse data for specific marketing research problems.

4. Create executable recommendations for marketing research problems.

5. Self-reflect on their problem-solving approach and adaptation strategies in response to dynamic marketing circumstances.