| CODE | MRK2007 | ||||||||
| TITLE | Marketing Research Planning | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | Study-unit Aims The study-unit deals with the design of marketing research data relevant to a firm's current and future needs. The unit focuses on students as managers of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches. The unit places emphasis on ethical and international issues relating to marketing research. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will understand the fundamentals of: 1. Marketing Research Industry 2. Research Process and Formulation of Decision Problem 3. Research Design 4. Local and International Secondary Data Sources 5. Data Collection of Primary Research 6. Sample Design 7. Research Reporting 2. Skills: By the end of the study-unit the student will be able to navigate through the complexities of the research industry, design marketing research processes, source data from secondary sources, develop primary data collection tools, manage sample design and produce research reports. Main Text/s and any supplementary readings Core Textbook - Zikmund, W.G., Babin, B.J. (2010), Exploring Marketing Research, South-Western Cengage Learning, 2010. - Iacobucci, D., Churchil, G.A., Marketing Research Methodological Foundations, South Western, Cengage Learning, 2010. - For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing |
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| STUDY-UNIT TYPE | Lecture and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | 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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