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
2022/3, 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:

Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other resources, to support your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own experiences and learning. You will be encouraged to form your own independent groups and to interact via the learning environment through its communication tools. To support your learning you will have access to a weekly live academic session, where module tutors will be available for synchronous contact. You will also have access to module specific materials which will comprise of a module introduction/overview, including learning outcomes, and summary of key points, and 10 subject specific units of learning. You will also have access to self-assessment questions, reflective exercises, and end of unit progress tests. You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout the module.

Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and case studies – the outline solutions will be developed by the module leader, and appropriate online feedback will be available automatically and as soon as the assessment is completed.
This will enable you to self-assess your progress and understanding. Reflective exercises within each unit will require you to apply theory to your own experience – your reflections will be captured in an online reflective portfolio which you will be able to review and print off.

Summative Assessment:
The summative assessment consists of 10x End of Unit Progress tests (10 questions per unit, contributing 10% of the final module mark) and one formal individual report assignment (contributing 90% of the final module mark). The report (3,000 words) requires you to analyse, assess, develop and critically reflect on solutions surrounding marketing research and communication strategies.

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)