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

This module will consider the theory, principles, and practice of Marketing Research and Marketing Communications and the evolving landscape within these.In this module you will gain an understanding of the role of quantitative and qualitative research within Marketing and the crucial role this plays in providing business intelligence. You will see how marketing research helps decision making within organisations through the generation of evidence-based insights. We will also discuss how Marketing Communications plays a pivotal role in business performance though MarComms models, strategies, tools, and content. Further, we consider the contextual settings within which Marketing Research and Marketing Communications occur; for instance, we explore organisational contexts, strategic purposes and various applications.Delivered through a balance of lectures and seminars, the module is designed to encourage practical application of theory. You will undertake a case-based assignment in which you assess an organisation’s current situation and, based upon this analysis, make suggestion for future practice. Through enhanced knowledge of contemporary marketing research and marketing communications, students undertaking this module will develop their employability potential in a dynamic area of marketing where significant skills shortages exist.

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.