MSc Digital Marketing / Course details

The developments in the marketing environment provide various opportunities to collect different types of marketing insights. In this course, you will learn about principles of market research and how to apply those principles in practice. Also, this course prepares students to design a market research plan.

The unit aims to introduce students to the nature, scope, and process of marketing research both in physical and digital environments. Also, the unit aims to provide an understanding of how to critically apply the principles of marketing research in practice.

Knowledge and understanding 

•  Understand the purpose and process of market research [A2]
•  Critically evaluate published market research [A2]
•  Learn how to design and implement a market research plan in various marketing contexts [A3]

Intellectual skills 
•  Demonstrate understanding of market research trends [B1]
•  Identify different research methods and employ appropriate methods in market research [B3]
•  Demonstrate an understanding of the ethical considerations and issues relating to marketing research [B4]

Practical skills 
•  Develop a market research plan in a digital marketing environment [C1]
•  Learn how to utilise market research design skills to provide solutions for different types of marketing problems [C1]
Transferable skills and personal qualities 
•  Use and develop written/oral reasoning skills, critical thinking, analytical skills, and teamwork skills. [D1.2.3]
 

Online discussion boards will be used to encourage engagement

Seminars will include active learning and discussion sessions

eLearning tools such as Mentimeter will be used in lectures to check understanding and encourage active learning
 

Individual Report 50%
Group Report 50% 

Written feedback provided 15 working days after submission

 

Core reading
• Nunan, D., Malhotra, N. K., & Birks, D. F. (2020). Marketing Research: Applied Insight, 6th edition  Pearson UK. 
• Hague, P. (2021). Market Research in Practice: An introduction to gaining greater market insight. Kogan Page Publisher