Core Module Information
Module title: Marketing Research and Communications (2) (Online)

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08404
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing


Description of module content:

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.

Learning Outcomes for module:

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 the marketing communication mix in a reasoned manner

Full Details of Teaching and Assessment
2023/4, Trimester 3, ONLINE,
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: WORLDWIDE
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 1,2,3,4,5 11
Report 90 1,2,3,4,5 13 , WORDS= 3000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
MKT08404 Marketing Research and Communications (2) (Online)