MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Professional Qualitative Marketing Research Skills

Unit code BMAN74031
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


•    Introduction to qualitative marketing research in the digital age
•    Sampling strategies for qualitative studies
•    Interviews (face-to-face, remote and online)
•    Focus groups (face-to-face, remote and online)
•    Projective Techniques
•    Observation, Ethnography and Netnography
•    Case Studies
•    Approaches to qualitative data analysis
•    Coding using NVivo software
•    Evaluative criteria for qualitative research


BMAN74031 Programme Req: BMAN74031 is only available as a core unit to students on MSc Marketing


The purpose of this course unit is to introduce to students and provide a clear understanding of the nature, scope and process of qualitative marketing research methods and data analysis, both in physical and digital environments.

Learning outcomes

The course incorporates a variety of teaching, learning and assessment approaches, with the aim of providing an intellectually stimulating and enjoyable student experience. On completion of the course, students will be able to:

•    Understand the nature and scope of qualitative marketing research and its role in supporting the design and implementation of marketing decisions
•    Understand different methods of qualitative data collection and analysis, both in physical and digital marketing environments
•    Identify, evaluate and apply appropriate analytical tools and interpret the findings from qualitative data analysis
•    Understand how to use software for qualitative data analysis (NVIVO)
•    Critically evaluate qualitative research findings, derive the implications of such findings and have an understanding of how these would be applied in practice.
•    Communicate qualitative marketing research knowledge and findings professionally and creatively

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

40% Individual MCQ Mid-term test
60% Group Coursework

Feedback methods

Students will receive both formative and summative feedback.
Formative feedback will be in the form of discussions arising in the lectures and via Blackboard. In particular, formative feedback will be provided through comments during lectures, in-class polling to check understanding and advice to help students with their individual exam and for improving students’ group projects.
Summative feedback will be the mark achieved in the individual exam (40%) and the mark allocated to group coursework (60%) and will be provided within 3 working weeks (15 working days) of the respective submission dates.

Recommended reading

A detailed reading list will be provided at the beginning of the course.

Study hours

Scheduled activity hours
Lectures 20
Seminars 12
Independent study hours
Independent study 118

Teaching staff

Staff member Role
Marzena Nieroda Unit coordinator

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