Programme And Module Handbook
 
Course Details in 2018/19 Session


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Module Title Marketing Research
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 27758
Module Lead Sarah Forbes
Level Intermediate Level
Credits 10
Semester Semester 2
Pre-requisites
Co-requisites
Restrictions None
Contact Hours
Exclusions
Description The aim of this module is to provide students with the practical skills and techniques required for conducting marketing research for relevant decision making. The module therefore enables learners to appraise the kind of information required by the organization, how to obtain it, and specify how that information can be utilized optimally. Through this module, students understand the marketing research process.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate knowledge and understanding of the concepts and methods of marketing research.
  • Identify and evaluate ways to conduct research to maximise objective and generate unbiased results.
  • Evaluate the relevance of research information for marketing decision making.
  • Compare and contrast approaches for analysing data, estimating demand and understand the marketing environment.
  • Demonstrate analytical and problem solving competencies in market research.
Assessment 27758-01 : Marketing Research Final Exam : Exam (Centrally Timetabled) - Written Unseen (100%)
Assessment Methods & Exceptions Individual examination (2 hours) (100%)
Other None
Reading List