MKT40660 Applied Market Research

Academic Year 2017/2018

The overall objective of this module is to examine market research as a tool for providing information for marketing and business decision making. Market research is crucial to the adoption of a marketing philosophy by organisations. It provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and marketing problems, to initiate marketing action, to monitor marketing performance, and to improve understanding of marketing as a process. This module focuses on applying both theory and practice, in order to provide students with an understanding of the concepts, processes and use of market research.

The theoretical element of the course consists of a series of 12 lectures providing a broad overview of market research and the research process, catering both for those who have studied research at undergraduate level and those who have little or no experience of market research. The practical part of the module is undertaken by means of individual and team assignments. Weekly individual assignments will reinforce the topics being covered in lectures and there will be the opportunity to put the theory into practice as students will be required to undertake a comprehensive research project throughout the semester.
In Semester 3, students will also be required to plan and implement all stages of the research element required as part of the Major Marketing Project.

This module is designed to equip those planning on working in Marketing or General Management positions to commission, undertake and evaluate Market Research, as well as providing a grounding for those interested in persuing a career in Market Research.