This module provides an overview of key topics in generating customer insight using contemporary marketing data and will provide students with the platform to understand the importance and use of information for making marketing decisions. While this module will cover concepts in customer insights and marketing research, its focus will be on i) providing students with an understanding of how customer insights fit into the contemporary marketing framework, and ii) understanding and interpreting the use of customer insight information and tools.
Indicative topics may include:
• What is marketing research and the role of customer insight
• The role of buyers and sellers in generating customer insights
• The marketing research industry and its role in developing customer insights
• Qualitative and quantitative techniques in generating effective customer insights
• Secondary data and marketing intelligence
• Observational techniques and data
• Experiments and test marketing
• Questionnaire design and implementation
• Cross cultural issues in developing customer insights
• Communicating customer insights effectively to the client
Private study: 128
Contact hours: 22
Total study hours: 150
Main assessment methods:
Group Project (2,500 words) (20%)
Individual Research Proposal (3500 words) (80%).
Reassessment methods
100% coursework through Individual Research Proposal
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 understand, apply and critically appraise the steps involved in generating customer insights to address marketing problems through the marketing research process (including problem definition, data collection, data analysis and communicating the findings);
2 critically evaluate the different research designs and understand their application to marketing problems for generating relevant customer insights;
3 understand and appraise the nature and operation of the marketing research industry and the role of customer insights;
4 apply the different marketing research and customer insight tools available to solve marketing problems, and critique the benefits and costs involved in their use.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 negotiate and work with peers;
2 work under own initiative;
3 work with others;
4 identify, critically analyse, and address both academic and practical problems;
5 critically outline a logical case/argument
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