Marketing Research & Analytics MGT5416
- Academic Session: 2021-22
- School: Adam Smith Business School
- Credits: 20
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Available to Erasmus Students: No
- Taught Wholly by Distance Learning: Yes
This course aims to help students to understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions.
This is an online course of 20 credits. This requires 200 hours of student-led learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Seminars and Workshops are synchronous online events which allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with seminars, workshops and other interactive methods of learning and assessment.
Requirements of Entry
Please refer to the current postgraduate prospectus at: https://www.gla.ac.uk/postgraduate/
ILO being assessed
The course aims to develop students' ability to recognise the relative values and importance of marketing research, especially in the international marketing environment. The course encourages the acquisition of skills relating to the critical analysis, interpretation and discussion of the different marketing research designs and methods. And finally to equip students with the appropriate knowledge of marketing research techniques in order to be able to conduct a primary research.
Intended Learning Outcomes of Course
1. Recognise and explain current theory and methodology of marketing to drive strategic marketing decisions in organisations
2. Analyse and appraise marketing theory and methodology in an international and domestic context
3. Construct advanced marketing research activity
4. Combine marketing expertise with other management functions both inside and outside of a business
5. Apply data analytical skills in marketing and other business environments
6. Apply and evidence high-quality skills in oral and written communication, including presentation/pitch design and delivery
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.