Market Intelligence, Data Analysis and Research Methods

Module code: MN7435

This module focuses on marketing research practices as well as theories in research methods.  As a future marketing practitioner, you will need to demonstrate an ability to propose, design and execute a research project that addresses specific marketing issues.  This module is therefore designed to equip you with essential skills in qualitative and quantitative methodologies, which are imperative to marketing consultancy as well as academic study in marketing.

You will be encouraged to take a critical stance through an appraisal of the differences between an industry market research project and an academic dissertation.  In addition you will be encouraged to consider marketing research as a career path of some professional standing.

Topics covered

  • Introduction to marketing research method
  • Research design
  • Introduction to research ethics
  • Secondary data research
  • Introduction to quantitative and qualitative research methods
  • Big data and marketing analytics, and analytics in decision-making
  • Measuring the effectiveness of advertising and social media analytics
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