MK9706 - Marketing Research and Analytics

The one-hour lectures each week will provide you with a sound theoretical underpinning of the module content and these will be supported by a series of six seminars and six computer lab sessions (two-hours each). The seminars and computer lab sessions are designed to provide you with ample opportunity to practice qualitative and quantitative data collection, coding and analysis skills. The quantitative research element of the module will enable you to learn how to use SPSS and Social Network Analysis software packages.

The module has an extensive reading list, designed to provide you with a range of sources on marketing research and marketing analytics, which will aid your development of understanding of key marketing research and analytic theories as well as practical marketing research and marketing analytic skills.

Your directed study will support the work you have undertaken in the contact sessions. You will get the opportunity to conduct secondary and primary data collection as well as social listening exercises outside of designated contact hours,
Independent learning time is furthermore set aside for you to work on marketing research and marketing analytics, which will contribute towards completion of the assessment (a research-driven report for your chosen company/product/brand).
The practically aligned problem-solving nature of seminar activities and computer lab exercises means that tutors will provide you with formative feedback continuously throughout the module.

Support will be provided to you by team of academic staff members assigned to the module, who will be providing you with the lecture input. A team of academic staff members are allocated seminar and computer lab workshop groups of approximately 20 students each, which provides a closer, more personal academic support. Groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.

Your module is supported by an e-learning portal, which houses lecture materials, seminar exercises, computer lab exercises and data files, alongside assessment details and various support facilities such as recordings of certain educational content, alongside other electronic support facilities such as ones indicated above.

You will be provided with a wide-ranging electronic reading list that comprises textbooks, academic journals and databases that are designed to assist your learning as well as facilitate data collection for the purpose of completion of assignments.

The summative module assessment consists of a marketing research report, which also incorporates the social listening task, and you will be expected to work on this continuously during the course of the semester. This will encourage your active participation in the learning process throughout the semester.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Goal 1: Knowledge & Understanding:
• Develop a critical understanding of the key theoretical concepts of marketing research (ML01).
• Develop a critical understanding of the key theoretical concepts of marketing analytics (ML02).

Goal 2: Intellectual / Professional skills & abilities:
• Demonstrate self-reflection in the context of marketing research and marketing analytics as part of your personal development (ML03).

• Ability to conduct secondary marketing research as well as qualitative, quantitative primary marketing research and marketing analytics, supporting the development of research-driven marketing reports for businesses (ML04).

Goal 3: Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• An ethically sound approach to marketing research (including issues such as ethically sound treatment of respondents and data storage) (ML05).

Component One: You will undertake a social listening task. This will be assessed through a group presentation.
(MLOs 4 and 5).

Component Two: You will develop an individual written Marketing Research Report (3,000 words) for a company/brand/product based on secondary and primary data collection plus an output from social listening. The report should use marketing tools and techniques, which are introduced during lectures, seminars and laboratory exercises. The report will also draw heavily social listening exercise collected as part of the summative assessment. The report will include a reflective statement. (MLOs 1, 2 and 3)

There will be a formative group work project undertaken and formative assessment will be conducted throughout the series of seminars and computer labs.

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Marketing research and analytics are core activities performed by just about any successful organisation in today’s society and therefore it is imperative for any marketing student to develop skills in these areas. Upon completion of this module, you will have learned how to conduct quantitative data analysis using the SPSS software package and social listening. Both of these skills are arguably quite rare among business degree graduates, however directly applicable in the workplace and, as a result, highly desirable to employers. The module furthermore helps you develop important qualitative research skills in addition to team working skills, both of which are appreciated by employers as well. To summarise, what you will learn on this module will be crucial when it comes to maximising your marketing job prospects upon graduation.