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

In this module, you will learn about the relationships between marketing management and the functions of marketing research and communications, in the context of consumer behaviour. You?ll also be introduced to the nature, role and function of marketing research, including the critical analysis of the scope and limitations of the practice for organisations. You?ll learn about evaluations of secondary and primary research designs and methodologies, data collection, analysis, and interpretation.In addition, you?ll be introduced to the role, nature and function of the marketing communication mix within the strategic marketing management context. You?ll learn about the marketing communications planning process, including objectives, content and context, and the selection and evaluation of elements of the marketing communications mix.

Upon completion of this module you will be able to

LO1: Explain the major influences on consumer behaviour in the context of marketing decision making

LO2: Explain the importance and relationship of marketing research and communications within marketing decision making.

LO3: Show an understanding of how marketing research tools 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 marketing communication tools in a reasoned manner.