ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Data Driven Marketing Research and Analysis
Code KMGT714
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2020-21 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           50

100

150
Timetable (if known)              
Private Study 0
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Semester  Weeks 2-8 (approx. 5    35       
Assessment 2 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Semester  Weeks 2,4 and 6-8* (    25       
Assessment 3 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Semester  Maximum of 3 in week    30       
Assessment 4 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Week 8* (approx. 1,0    10       

Aims

An understanding of the need for, and place of, market research in supporting marketing decisions;

A practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses;

The ability to critically evaluate the methodologies used in market research;

An understanding of ethics in market research.


Learning Outcomes

(LO1) Understand the range of contemporary market research techniques

(LO2) Demonstrate an understanding of the marketing research process

(LO3) Evaluate the usefulness of secondary data

(LO4) Understand primary research techniques

(LO5) Apply sampling appropriately

(LO6) Appreciate and apply modern research techniques in particular digital related

(LO7) Demonstrate an awareness of ethical issues

(LO8) Understand the different drivers of practical and academic research

(S1) Communication Skills: Students will have opportunities to develop written communication skills through group discussions and assignments.

(S2) Problem Solving and Decision Making: Students will be challenged to think critically about organisational issues and dilemmas. They will do this by gathering and synthesising information, analysing alternative perspectives and options and presenting a considered opinion or programme of action in their course assessment.

(S3) Information and Communication Technology Skills: Students will have opportunities to improve their ICT skills. Students will demonstrate skills in the use of software applications including word processing, visual presentations, data bases, spreadsheets and using the internet for information searches in the course.

(S4) Time management. This involves planning scheduled work and meeting assessment deadlines. This will be evident in the students’ independent management of their assignments and coursework and by meeting coursework deadlines.


Teaching and Learning Strategies

Teaching Method 1 - Virtual classroom hours (for online modules)
Notes: Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 7.

Teaching Method 2 - Non-classroom hours (for online modules)
Notes: Number of hours per week, per student expected for reading, research and other individual work to support engagement in the classroom is 13.


Syllabus

 

Indicative topics: The role of market research in strategic marketing; The marketing research process; Secondary research; Quantitative research; Qualitative research; Sampling techniques; Market research in the new information age; Ethics in market research.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.