Digital Marketing Report - CB9133

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Summer 7 30 (15) checkmark-circle


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.


Contact hours

8 hours supervision



Method of assessment

100% coursework

Indicative reading

Hair, J. F., Bush, R. P. & Ortinau, D. J.M (2009). Marketing Research: In a Digital Information Environment. (4th edn) McGraw-Hill Higher Education

Saunders, M.N.K, Lewis P and Thornhill A (2016). Research Methods for Business Students. (7th edn) Harlow: Pearson Education.

Learning outcomes

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.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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