Core Module Information
Module title: Marketing Research and Communications

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

Module code: MKT08103
Module leader: Kyle Andrews
School The Business School
Subject area group: Marketing


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.
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.

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 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

Full Details of Teaching and Assessment
2022/3, 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: Kyle Andrews
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The module follows a weekly lecturing approach, where the lectures and tutorials are delivered by the module team on a weekly basis. Learning and teaching aligned to relevant LOs: LO1-5 Teaching inputs are delivered using a balanced multimedia model to ensure that content is delivered in a valid, effective, efficient and challenging manner to maximise student engagement and activity in their own learning. Embedding of employability/PDP/scholarship skills. LO1-5 Integrating 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. LO1-5 Assessment is designed to be scaffolded through the learning process with opportunities for peer and module leader feedback at key points. Soft skills including communication and collaboration skills are embedded through group exercises, presentations, and class discussions.
Learning activities integrate subject knowledge, digital business skills and soft skills and by building these in a complementary way, you will be able to gain both strategic and applied knowledge in marketing research and communications. 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 Moodle, with links to online resources available to students, 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:
Every tutorial over the teaching schedule has a workshop or exercise aimed at providing the opportunity
for students to receive formative feedback from peers and the tutor. In tutorials 1-5, the sessions aim to
address L01-3 on the topic of marketing research in the context of strategic marketing; in tutorials 6-10,
the sessions are aimed at developing knowledge and ability from LO4-6 on marketing communications.
There are two formative tasks, each of which align with the summative assessment. In tutorial 5, you will
construct and present a marketing research survey using Microsoft Forms for peer and tutor feedback. In
tutorial 9, you will undertake and present a report outline and structure for peer and tutor feedback. Both
assessments will serve as a 'real time' checkpoint of your progressing understanding of subject related

Summative Assessment:
There is one summative assessment, worth 100% of the grade. This is a portfolio assessment consisting
of a Marketing Campaign Evaluation, comprising of: 1) An individual written assignment, which takes the
form of a 2,500-word report which gives you an opportunity to demonstrate practical skills development
by evaluating a real-world campaign and proposing marketing research techniques that could be used to
evaluate this campaign. 2) A survey created in Microsoft Forms with 10x questions, which allows you to
design a marketing research questionnaire to use in a marketing campaign evaluation.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 100 1 - 5 13 , WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
MKT08103 Marketing Research and Communications