Programme/Approved Electives for 2020/21
Available as a Free Standing Elective
This module provides students taking Marketing programmes within Keele Business School with the opportunity to pursue an independent research project.The module explores current modes and methods organisations use to develop marketing insights. It enables students to explore an area of particular interest to them through an independent piece of consumer research and the analysis and reporting of findings. Overall the module will develop understanding and skills for undertaking marketing research both for organisations and in an academic context.
Marketing insights has two key aims: to explore key debates regarding the practice of generating marketing knowledge and insights, and to generate marketing insights through a study of consumers and how they respond to and engage with marketing and marketers. It enables students to critically evaluate areas of specific interest to them and further develop understanding and skills for undertaking marketing research.
Intended Learning Outcomes
explain and critically assess the key means by which marketing insights are generated within organisations.: 1,2design a workable independent research proposal.: 1implement the above proposal and analyse the findings in a scholarly manner.: 2critically evaluate consumer research methods in relation to different research paradigms.: 1,2
Workshops 8 hoursProposal Presentation Forum 8 hoursProposal Supervision 4 hoursIndependent Supervision 4 hoursIndependent Study 126 hours
1: Presentation weighted 20%
Description of Module Assessment
Presentation of research proposalStudents will present a proposal of their intended fieldwork project to include a short review of relevant literature, key research questions, methodology and timescale. Presentations are usually 15 minutes in duration with 5 minutes at the end for questions.2: Research Report weighted 80%
4000-word research reportA 4000-word research report based on an independent piece of marketing research.