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: Mark Passera
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
2023/4, 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: Mark Passera
Module Organiser:

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