Advanced Market Intelligence

Module code: MN3114

Knowing your market is crucial to ensuring the successful marketing of a product, brand or service. This module will introduce you to advanced market research and intelligence techniques, as well as their context.

You'll assess the quality of research designs for different industry marketing research applications and academic contexts. You'll look into the differences between industry and academic research theory and methods used in marketing. You'll examine new trends in research methods and design. You'll analyse and interpret qualitative and quantitative research data to inform specific marketing problems and opportunities. Plus, you'll assess and reflect upon ethical issues around conducting marketing research.