Program Overview

Applied Marketing Research and Insight Module

The Applied Marketing Research and Insight module, coded as BU52038, is a comprehensive program designed to equip students with the skills and knowledge necessary to conduct effective market research. This module is part of the University of Dundee's curriculum and is available on various postgraduate courses.

Module Overview

Marketing solutions are only as good as the data they are based upon. This module teaches students how organizations research and gain insights to make effective crucial decisions. It focuses on the design of market research projects, how market research data is collected, and the implications this can have for analysis.

What You Will Learn

In this module, students will learn about:

• The role of market research
• The marketing research process
• Primary and secondary data
• Collecting qualitative evidence
• Collecting quantitative data
• Questionnaire design

By the end of this module, students will be able to:

• Explain and illustrate the basic techniques that have been developed by marketing research
• Demonstrate the importance of these techniques using various case studies
• Understand the nature and scope of market research
• Appreciate the various forms market research can take
• Interpret and comment on the results obtained from such research

Assignments / Assessment

The assessment for this module includes:

• Group research proposal (30%): Working in a group of up to 4 students, you will research and submit a marketing proposal
• Weekly quizzes (10%): To assess your engagement with the module and its content
• Discussion board & live class engagement (10%): Your contributions to the online discussion boards and the live classes throughout the semester will be assessed
• Class test (50%): An online class test

This module does not have a final exam.

Teaching Methods / Timetable

Students should expect both online and in-person learning and are required to complete independent study in advance of classes. There are 10 weeks of teaching.

Courses

This module is available on the following postgraduate courses:

• International Business and Marketing MSc
• Digital and Social Media Marketing MSc
• International Marketing and Branding MSc
• International Marketing MSc
• Management and Marketing MSc
• International Marketing and Management MSc

Module Details

• Credits: 20
• Module code: BU52038
• Level: 5
• Semester: Semester 2
• School: School of Business
• Discipline: Economics