Module Duration:
0
Credit:5
Grading Basis: 0
Price (AFRICA)::0.00€
Price (INT)::0.00€
Module Option: Optional
Stage 2, optional (compulsory for Marketing pathway)
The course will focus on a conceptual framework for conducting research, drawing on the steps of the marketing research process. Both qualitative and quantitative methodologies are critically examined and then applied in the practical assignment.
You will learn to design and produce research that is actionable and relevant to marketing decisions. They will also examine digital marketing practices, supporting technologies and digital strategies including Search Engine Optimisation (SEO), customer acquisition and retention, customer service, direct marketing, communications, e-tailing, and digital channel structures.
Topics covered
Marketing research:
- Planning research: defining problem, brief, and proposal
- Secondary data: nature and sources
- Qualitative research
- Quantitative research
- Questionnaire design: scales
- Managing data collection
- Analyzing quantitative data
- Analyzing qualitative data
- Communicating findings
- MRes contexts and trends
Digital marketing:
- Fundamentals of digital marketing (DM)
- Strategy & implementation
- DM & consumers (individuals)
- Digital marketing communications
- DM & consumers (collectives)
- DM, ethics, and society
- DM in a global context
Learning outcomes
- Apply critical thinking and analytical skills in the broader context of research and scholarship in the marketing research field
- Identify, gather and analyze appropriate marketing information for management decision making
- Formulate, organize and conduct a marketing research project
- Explain and critically assess the principles and roles of digital marketing programs, how they are applied with links to different techniques used, and integrated into offline marketing programs
- Develop both conceptual and analytical approaches in evaluating the relevance and risks of implementing digital marketing programs vis-a-vis an organization and its environment
- Reflect on the key importance of digital marketing skills in terms of business development, entrepreneurship, and personal career development
Assessment
- Individual report [2000 words] (40%)
- Three-hour written examination (60%)
The course will focus on a conceptual framework for conducting research, drawing on the steps of the marketing research process. Both qualitative and quantitative methodologies are critically examined and then applied in the practical assignment.
You will learn to design and produce research that is actionable and relevant to marketing decisions. They will also examine digital marketing practices, supporting technologies and digital strategies including Search Engine Optimisation (SEO), customer acquisition and retention, customer service, direct marketing, communications, e-tailing, and digital channel structures.
Topics covered
Marketing research:
- Planning research: defining problem, brief, and proposal
- Secondary data: nature and sources
- Qualitative research
- Quantitative research
- Questionnaire design: scales
- Managing data collection
- Analyzing quantitative data
- Analyzing qualitative data
- Communicating findings
- MRes contexts and trends
Digital marketing:
- Fundamentals of digital marketing (DM)
- Strategy & implementation
- DM & consumers (individuals)
- Digital marketing communications
- DM & consumers (collectives)
- DM, ethics, and society
- DM in a global context
Learning outcomes
- Apply critical thinking and analytical skills in the broader context of research and scholarship in the marketing research field
- Identify, gather and analyze appropriate marketing information for management decision making
- Formulate, organize and conduct a marketing research project
- Explain and critically assess the principles and roles of digital marketing programs, how they are applied with links to different techniques used, and integrated into offline marketing programs
- Develop both conceptual and analytical approaches in evaluating the relevance and risks of implementing digital marketing programs vis-a-vis an organization and its environment
- Reflect on the key importance of digital marketing skills in terms of business development, entrepreneurship, and personal career development
Assessment
- Individual report [2000 words] (40%)
- Three-hour written examination (60%)