Programme/Approved Electives for 2020/21
Available as a Free Standing Elective
Marketing Principles (MAN 10009)
The purpose of this module is to provide students with the ability to identify what information is needed as part of the marketing feedback process which informs organisational change and as a primary tool for exploring new challenges and opportunities in the marketplace. It will require students to work effectively as individuals and, at times, as part of a team. Students will participate in the process of critiquing contemporary market research, designing and executing a marketing research project and will critically evaluate marketing research tools through the marketing report.
During the module students will explore the role of marketing research as part of the decision making process. The module is theoretical and applied in orientation, introducing students to the tools and concepts necessary to identify information needed to develop the skills to propose, undertake and evaluate the marketing research needed to provide information. Students will also develop critical skills to enable them to evaluate the quality and contribution of marketing research to the decision making process.
Intended Learning Outcomes
Identify information required to write a research proposal/report: 1,2Analyse and evaluate information from a wide range of sources qualitative and quantitative as part of the research project: 1,2Evaluate and critically appraise information and ideas both academic and practitioner based to build a piece of coherent research: 1,2Evaluate the need for marketing research and identify the concepts and tools necessary to undertake individual and group projects: 1,2
Lectures 11 hoursWorkshop 11 hoursWorkshop preparation 22 hours Preparation for journal article critique 24 hoursPreparation for research report 37 hours Independent reading 45 hours
1: Critique weighted 40%
Description of Module Assessment
1500-word individual critical assessment of marketing research based journal article/sCritique marketing research based peer reviewed academic journal article/s2: Report weighted 60%
4000-word group reportStudents, in groups of approximately 4-5, undertake a research project, prepare a report and also evaluate the marketing research project. The marks will be allocated as a whole group mark. However, a peer review template will be used to record each member's engagement and contribution. Insufficient engagement will result in a reduced grade for individuals who did not contribute appropriately.