Module title: Marketing Research and Communications

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08103
Module leader: Ashleigh Logan-McFarlane
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module title: Marketing 1 (MKT 07101)
Examples of equivalent learning: Marketing Module at SCQF Level 7

2018/9, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Jaylan Azer
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching aligned to relevant LOs
LO1-5 Teaching inputs are delivered using a mix of lectures, tutorials and group-work . This is delivered in a valid, effective, efficient and challenging manner to maximise student engagement and activity in their own learning. The groupwork helps foster collaborative learning.

Embedding of employability/PDP/scholarship skills
LO5 Embedding marketing research theory and practice, by applying marketing research theory specifically and directly, to identified marketing issues and marketing communication problems and generating justified recommended research strategies and methodologies action plans and reports for improvement, thereby developing academic and professional skills jointly.

Assessment (formative and summative)
LO1-5 Continuous self-assessment with diagnostic feedback, formative (individual assignment relating to formal marketing analysis and/or recommendation for a specific organisation ) and summative (examination), articulated particularly, via practical coursework
LO1-5 Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between marketing subject content and pedagogy, with one informing the other, which is evident throughout the whole module.
Supporting equality and diversity
LO1-5 All materials are available via webct to take account of different learning needs and styles

Internationalisation
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical marketing exercises and web-based resources present the problems, opportunities and challenges of internationalisation and globalisation. These are developed on an integrated basis throughout the module with examples being used, as appropriate, to meet the varied needs of the students




Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 174
Face To Face Centrally Time Tabled Examination 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Other 50 2,3,5 8 , WORDS= 2000
Centrally Time Tabled Examination 50 1-5 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

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.
Cost versus quality.
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 communication tools using marketing research
International issues and developments

Learning Outcomes for module:

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 tools 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 marketing communication tools in a reasoned manner

Indicative References and Reading List - URL:

Please contact your Module Leader for details
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