MK9518 - Market Research Methods and Enterprise

What will I learn on this module?

This module is designed to provide fashion students with an introduction to marketing research and how research results can be used to develop strategies and inform fashion enterprise.

The module will cover the following themes:

• Purpose and role of marketing research in the fashion industry: understanding the importance of marketing research as an instrument to better understand customer’s needs and wants, and specifically how fashion industries use marketing research to inform their marketing strategies (price, products, distribution, promotion etc)

• Use of primary and secondary data: introduction to the different types of data (qualitative/quantitative), their advantages and disadvantages and how they can be collected and analysed by fashion businesses.

• Reporting and use of research findings: understanding how research findings can be reported and interpreted and how they can be used to develop a fashion marketing strategy.

• Environmental analysis: understanding the importance of environmental analysis, including an investigation of a range of tools and approaches that can be used to understand the micro-and macro- environment as well as the competitive environment of a business.

• Organisational structure and risks: Explain the main forms of organisation/business structure, their main advantages/ disadvantages and how to assess and manage the associated business risks.

• Create a structured business report: explain the role and use of business reports in enterprise and introduce the basics of developing a business report that brings together research findings and environmental analysis to propose a marketing plan for a fashion business.

How will I learn on this module?

You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures and seminars), and provides details of tutor-directed and independent study/learning.

Contact time will be split across formal lecture and seminar contact. Lectures will introduce the core principles of marketing research and will provide students with the theoretical foundation to conduct research and develop marketing strategies aided by the use of case studies and examples to ensure students understand how this knowledge can be applied in the fashion business context. In seminars students will apply the theory in practice and will have the opportunity to present their ideas and receive formative feedback from the tutors and their peers (please see assessment section for more details). Students will be encouraged to critically review their own and other student’s work which helps towards the achievement of the Northumbria Graduate Characteristics. Students will work on these tasks individual and in groups and will be required to evidence peer assessment and feedback on their ideas which will be achieved within these sessions.

The module will involve both directed and independent learning. Directed learning may include a range of activities including pre-reading, preparation for seminar activity, preparing for presentations etc. Guidance will be given on the nature of work to be undertaken either through the Teaching and Learning plan or through specific instruction related to a particular task and via the BlackBoard site. Independent learning is learning which the student identifies by pursuing areas of interest or by providing deeper or broader knowledge of the subject, through a range of learning activities that might include reading, reflection, research etc. The module will include reference to current research activity related to the subject, and where appropriate to that specifically carried out by staff. Teaching materials will be made available via the e-learning portal (BlackBoard).

How will I be supported academically on this module?

This module will be designed and managed by the designated module tutor who will be responsible for guiding students in their engagement and learning on this module. Seminar tutors and lecturers will provide academic guidance in class and via email where appropriate. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP). Formative feedback will be provided after a set of group presentations, based on the students’ progress and enterprise ideas.

The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities on campus where your formal study sessions will take place.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
Upon successful completion of this Module, students should be able to:

• Describe and explain the key theoretical terms and concepts of marketing research and apply them in practice.

• Describe and explain the key theoretical terms and concepts of enterprise and marketing planning. In addition, students will have the appropriate skills to develop a marketing plan and conduct marketing research.

Intellectual / Professional skills & abilities:
• Development of strategic thinking and problem solving skills through the development of a business report
• Development of critical thinking through critical reflection on the process of marketing research and planning for enterprise.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate an awareness of research and business ethics, as well as relevant considerations of doing business globally and inter-culturally

How will I be assessed?

Formative assessment will be provided through seminar activities and student presentations. Additionally students will be encouraged to discuss their research and enterprise ideas through peer review, reflect on feedback given by peers and their supervisor but also provide feedback to others.

Summative assessment Group presentations and individual assignment. In groups, students are required to present research findings and enterprise ideas for their chosen brand. In the individual assignment students will have to develop structured business reports to research a product, service, organisation or company.

The assessment will be structured as follows:

- Presentations on research findings and enterprise ideas (25%, conducted mid-semester);
- Structured business report (research findings and planning) on a chosen brand/ product (75%, submitted end of semester).





Module abstract


Course info

UCAS Code W231

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with placement

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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