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MAN-20059 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2025/26 Last Updated: 04 December 2025

MAN-20059 - Marketing Research
Coordinator:
Lecture Time: See Timetable...
Level: Level 5
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2025/26

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

Marketing Principles (MAN 10009)


Barred Combinations

No

Description for 2025/26

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 to apply marketing research processes and tools to collect, analyse and interpret different forms of marketing research data to inform decision-making.

Aims
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 the benefits and limitations of marketing research and related tools and processes for decision-making purposes: 1,2
apply qualitative marketing research tools and processes in accordance with ethical processes to gather qualitative data for further analysis: 1
evaluate and critically appraise qualitative data to communicate key findings for organisational decision making purposes: 1
apply quantitative marketing research tools and processes in accordance with ethical processes to gather quantitative data for further analysis: 2
evaluate and critically appraise quantitative data to communicate findings for organisational decision making purposes: 2

Study hours

Lectures 12 hours
Seminars/group work 12 hours
Preparation for lectures 24 hours
Seminar/group work preparation 24 hours
Assignment preparation 40 hours
Private study 38 hours

School Rules

None

Description of Module Assessment

1: Video Blog weighted 50%
Individual video presentation
Students will undertake a project involving the collection and analysis of qualitative data on a contemporary marketing research issue. They will create a 10-minute recorded video presentation that specifically outlines their own data collection process, the methods used, analysis of the findings, and how these address a clearly defined marketing research problem. The presentation must also reflect on the ethical considerations involved in conducting their research.

2: Group Assessment weighted 50%
2500-word group report
Building on the findings from assessment 1, students will work in groups of between 3-5 to produce a 2500-word market research report that communicates findings from collecting and analysing quantitative data. Marks will be allocated at a group level, but peer reviewed process will also be available.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 04 December 2025