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The relationships between marketing management and the functions of marketing research and communications
Nature role and function of marketing research.
Critical analysis of the scope and limitations of marketing research.
Evaluations of secondary and primary research designs and methodologies.
Data collection, analysis, and interpretation.
Assessment of role, nature and function of the marketing communication mix within the strategic marketing management context.
The marketing communications planning process-objectives, content and context.
Selection and evaluation of elements of the marketing communications mix.

LO1 Explain the importance and relationship of marketing research and communications within marketing decision making
LO2 Describe the stages involved in conducting a marketing research project
LO3 Show an understanding of how marketing research techniques are applied to a variety of marketing contexts
LO4 Apply marketing communication theories and models and principles of the marketing communication process in a practical manner
LO5 Select, justify and apply the marketing communication mix in a reasoned manner