This module will focus on both qualitative and quantitative approaches to digital marketing research and allows students to gain knowledge of the various research techniques and research design issues. Subjects covered will typically include:
* Identification of digital marketing management issues and relevant research objectives
* Literature review and theoretical framework development
* Research ethics
* Digital marketing data collection sources
* Qualitative and quantitative methods and data analysis
* Writing and presenting a digital marketing report.
Private Study: 292
Contact Hours: 8
Total: 300
Main assessment methods:
Individual research project - 8000-10000 words (100%)
Reassessment methods:
100% project
The University is committed to ensuring that core reading materials are in accessible electronic format in line with the Kent Inclusive Practices.
The most up to date reading list for each module can be found on the university's reading list pages.
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate systematic understanding of how to conduct qualitative and quantitative research in the digital marketing context.
- Produce a satisfactory academic report in the required format that integrates and communicates knowledge and understanding gained from the MSc Digital Marketing and Analytics.
- Identify and critically apply appropriate conceptual frameworks, analytical tools and techniques to support the report.
- Demonstrate a systematic understanding of research philosophies.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate competence in numeracy and qualitative data analysis skills, including the use of models of digital data mining and analytics, qualitative and quantitative research skills.
- Identify, find, record, organise, manipulate and communicate knowledge relevant to the development of digital marketing strategies and plans.
- Critically apply the underlying principles of social science research and research ethics.
- Demonstrate an ability to design and implement an academic social science research project.
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
