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Research & Analytics in Marketing - MAN00023I

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  • Department: The York Management School
  • Module co-ordinator: Dr. Ariadne Kapetanaki
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2022-23
    • See module specification for other years: 2021-22

Module summary

This module aims for the students to develop an understanding of:

  • The value of information, research, and analytics in marketing at the national and international level
  • The processes involved in and techniques which can facilitate the collection, analysis and interpretation of marketing data and information
  • The challenges that arise when research is conducted across borders
  • New trends in data analysis such as dealing with (and benefiting from) “big data” as they apply to a range of different organisations

Module will run

Occurrence Teaching period
A Autumn Term 2022-23

Module aims

This module aims for the students to develop an understanding of:

  • The value of information, research, and analytics in marketing at the national and international level
  • The processes involved in and techniques which can facilitate the collection, analysis and interpretation of marketing data and information
  • The challenges that arise when research is conducted across borders
  • New trends in data analysis such as dealing with (and benefiting from) “big data” as they apply to a range of different organisations

Module learning outcomes

Subject content

  • Awareness of the importance of information and research in marketing decisions
  • Understanding of marketing research approaches and techniques including both qualitative and quantitative
  • Appreciation of the additional challenges arising when marketing research is conducted across borders, its causes, and potential solutions
  • Appreciation of some recent developments in marketing metrics and analytics (incl. “big data”)

Academic and graduate skills

  • Ability to design a marketing research plan and conduct marketing research
  • Ability to assess the quality and suitability of information sources, marketing research reports and surveys
  • Ability to assess the suitability of alternative methods of data gathering in light of different geographic, institutional, and cultural contexts as well as on- and offline environments
  • Ability to describe, summarise and present marketing research data

Module content

Indicative lecture topics:

  • The nature of marketing research, the marketing research process, objectives and research design
  • Quantitative research methods
  • Marketing research across borders
  • Big data and marketing analytics
  • Group work in seminars focusing on a range of research contexts, questions and scenarios. 

Assessment

Task Length % of module mark
Essay/coursework
Individual Essay		 N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
Individual Essay		 N/A 100

Module feedback

Students will receive feedback on formative assessment within 2 weeks from submission. They will also receive detailed comments on the summative assessment explaining how the student performed in relation to the assessment criteria. Turnaround time for summative assessment is 4 weeks. Finally, at the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.

Indicative reading

Useful Textbook:

Malhortra, N.K., Birks, D.F. and Nunan, D. (2017) Marketing Research: An applied approach, 5th Edition. Pearson. ISBN-10: 1292103124, ISBN-13: 9781292103129

 

Supplementary textbooks:

Fawcett, B. and Pockett, R. (2015) Turning Ideas into Research: Theory, Design & Practice, Sage Publications. ISBN: 9781446266717

Field, A. (2013) Discovering Statistics Using IBM SPSS Statistics, 4th Edition, Sage Publications. ISBN-13: 978-9351500827

Silverman, D. (2013) Doing Qualitative Research, 4th Edition. Sage Publications. ISBN-13: 978-1446260159

 

Useful Journals

European Journal of Marketing

Harvard Business review

International Marketing Review

Journal of Consumer Research

Journal of International Marketing

Journal of Marketing

Journal of Marketing Management


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.