There are no pre-requisites for this module to be added

The relationships between marketing management and the functions of marketing research and communicationsNature 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.

Upon completion of this module you will be able to

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.