Marketing research helps businesses to understand their markets and target consumer, identify opportunities that informed decision making about the business and customers. You will learn how to use traditional market reserach techniques to gain insights into consumer behavior before delving into the analysis of digital data from online sources and interactive dashboards. You will gain hands-on experience using analytical software that will enable you to hone the skills needed to navigate digital data landscapes, analyse customer behaviour and trends, and extract actionable insights into customers and competitors. Embracing this data-driven approach to market research ensures that your marketing strategies are grounded in empirical evidence resulting in better meeting customer expectations, building stronger relationships, and fostering brand loyalty.
Lecture 16, PC Lab 16
Individual Consumer Insights Report (1500 words) worth 40%.
Individual Web Analytics Report (2500 words) worth 60%.
Reassessment Method: 100% Written Assessment – Individual Report (2,500 words)
On successfully completing the module, students will be able to:
Demonstrate a systematic understanding of marketing research methods and concepts, encompassing both traditional approaches and contemporary digital ones.
Understand and evaluate the role of different types of information and data in informing marketing practices.
Apply analytical tools to marketing data and use them to derive customer insights.
Effectively communicate marketing analytics to a variety of different stakeholders.
Explore the international dimensions and ethical principles in marketing analytics.
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