| CODE | MRK1402 | ||||||||
| TITLE | Practical Analysis Tools | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | In increasingly competitive markets, organisations - whether private or public - have to ensure that they are offering the best solutions to their customers. A key requirement for understanding one's customers is to analyse their behaviour, motivations, pains and problems; the way in which they interact with the organisation and the products/services/experiences it provides offers important insights and informs decision making processes, ranging from overarching strategy to product development. This study-unit is designed to provide students with a set of tools to conduct such analyses, tests and experiments. The following are key topics in this study-unit: - Experimental design; - Interviews and focus groups; - Observation; - Ethnographic research in consumer contexts. Study-Unit Aims: The study-unit will introduce students to different analytical tools used in organisational research and provide them with the ability to conduct their own research using such tools. Furthermore, students will gain a deeper understanding about experimental research designs and qualitative data gathering and analysis techniques. Student should be able to confidently compare and contrast outcomes for varying experiment setups, understand different interviewing and focus group approaches, and conduct interviews or focus groups. They should also be able to conduct observation with rigor and with a systematic approach that provides meaningful results. Students will be able to value and conduct ethnographic research in consumer contexts. Finally, the students will critique different methods used in marketing contexts. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Classify the relevance of data gathering and analysis tools - Identify relative advantages and disadvantages - Distinguish between Experimental design, Interview, Focus group, Observation and Ethnographic research - Discuss past studies that used these tools 2. Skills: By the end of the study-unit the student will be able to: - Design a study based on interviews, focus groups, observation, an ethnographic approach and experiment - Investigate opportunities, weakness and limitations in each of these methods - Propose alternative options to each method - Investigate results form each of these methods - Report results |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Jirka Konietzny Matthew Castillo |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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