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

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

Module code: MKT08904
Module leader: Jackie Cameron Cameron
School The Business School
Subject area group: Marketing
Prerequisites

N/A

Description of module content:

Introduction to marketing communications: tools, techniques and evolution. Marketing communications theories and models. Marketing communications strategy and planning. Advertising and media planning. Sales promotion and public relations. Direct marketing and personal selling. Consumer behaviour. Marketing research: Its role and processes. Qualitative research. Quantitative research. Questionnaires & sampling. Analysing data.

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 tools are applied to a variety of marketing contexts
LO 4 Apply marketing communication theories, models and techniques and principles of the marketing communication process in a practical manner
LO5 Select, justify and apply marketing communication tools in a reasoned manner
LO 6 Explain major influences on consumer behaviour and how marketers research consumer behaviour and use this information to reach customers through marketing communications.

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jackie Cameron Cameron
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
LO1-6 Teaching inputs are delivered using a balanced multimedia model to ensure that content is delivered in a valid, effective, efficient and challenging manner to maximise student engagement and activity in their own learning.
Embedding of employability/PDP/scholarship skills.
LO1-6 Embedding the praxis between marketing research theory and practice, by applying marketing research theory specifically and directly, to identified marketing issues and marketing communication problems and generating justified recommended research strategies and methodologies action plans and reports for improvement, thereby developing academic and professional skills jointly. Assessment 1: written assignment aims to assess the achievement of LO2, LO4. LO5. The examination addresses LO1, LO3, LO6
LO1-6 Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between marketing subject content and pedagogy, with one informing the other, which is evident throughout the whole module.


Formative Assessment:
Every tutorial over the teaching schedule has a workshop or exercise aimed at providing the opportunity for students to receive formative feedback from peers and the tutor.
In weeks 1-5, the workshops aim to address L01-6 on the topic of marketing communications; in weeks 6-10, the workshops are aimed at developing knowledge and ability from LO1-6 on marketing research.
In particular:
Week 6: Formative presentation of research skills and referencing aimed at helping students to be adequately prepared to submit a written assessment.
Week 9: Formative assessment of key concepts that will be covered in the examination. Takes the form of a group quiz, with feedback from the tutor on areas that require further clarity or revision ahead of the examination.



Summative Assessment:
There are two summative assessments, each worth 50% of the grade
1) An individual written assignment, which takes the form of a report which gives the student an opportunity to demonstrate practical skills development by evaluating a real-world campaign and proposing marketing research techniques that could be used to evaluate this campaign.
2) This is an essay format examination in which students are required to demonstrate their knowledge and an ability to evaluate key marketing research and communications theories and models.


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Practical Skills Assessment 50 Lo2, Lo4, Lo5 8 HOURS= 00.00, WORDS= 2000
Centrally Time Tabled Examination 50 Lo1, Lo3, Lo6 14/15 HOURS= 02.00, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2022/3, Trimester 1, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 003
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Jackie Cameron Cameron
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching aligned to relevant LOs:
LO1-6 Teaching inputs are delivered using a balanced multimedia model to ensure that content is delivered in a valid, effective, efficient and challenging manner to maximise student engagement and activity in their own learning.
Embedding of employability/PDP/scholarship skills.
LO1-6 Embedding the praxis between marketing research theory and practice, by applying marketing research theory specifically and directly, to identified marketing issues and marketing communication problems and generating justified recommended research strategies and methodologies action plans and reports for improvement, thereby developing academic and professional skills jointly. Assessment 1: written assignment aims to assess the achievement of LO2, LO4. LO5. The examination addresses LO1, LO3, LO6
LO1-6 Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between marketing subject content and pedagogy, with one informing the other, which is evident throughout the whole module.


Formative Assessment:
Every tutorial over the teaching schedule has a workshop or exercise aimed at providing the opportunity for students to receive formative feedback from peers and the tutor.
In weeks 1-5, the workshops aim to address L01-6 on the topic of marketing communications; in weeks 6-10, the workshops are aimed at developing knowledge and ability from LO1-6 on marketing research.
In particular:
Week 6: Formative presentation of research skills and referencing aimed at helping students to be adequately prepared to submit a written assessment.
Week 9: Formative assessment of key concepts that will be covered in the examination. Takes the form of a group quiz, with feedback from the tutor on areas that require further clarity or revision ahead of the examination.



Summative Assessment:
There are two summative assessments, each worth 50% of the grade
1) An individual written assignment, which takes the form of a report which gives the student an opportunity to demonstrate practical skills development by evaluating a real-world campaign and proposing marketing research techniques that could be used to evaluate this campaign.
2) An examination in which students are required to demonstrate their knowledge and an ability to evaluate key marketing research and communications theories and models.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Practical Skills Assessment 50 Lo2, Lo4, Lo5 8 HOURS= 00.00, WORDS= 2000
Centrally Time Tabled Examination 50 Lo1, Lo3, Lo6 14/15 HOURS= 02.00, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Marketing Research and Communications (2) (Hong Kong)