Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SQCF marketing level 7

In this module you will develop an in-depth understanding of the theory, practice and ethical implications involved in market research. The syllabus will introduce you to the key stages of the market research process, understanding the importance of each stage in any practical market research project. You will engage with a range of literature to understand the importance of secondary research, as well as knowledge in the various methods involved in quantitative and qualitative research. With this knowledge, you will then be able to utilise appropriate research methods to the context of the research problem, tools available and proper implementation. You will learn about the importance of market research in supporting strategic marketing practices, resulting in strong and
applied knowledge in market research in practice.

LO1: Identify, understand and apply the key stages involved in the market research
process.
LO2: Comprehensively examine a range of market research materials to understand the
respective research topic.
LO3: Critically examine and identify the appropriate methodologies and processes of
collecting and analysing qualitative and quantitative data
LO4: Identify appropriate solutions to the context of the market research report using
problem-solving, teamwork, and decision-making skills