MAN-30058 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences
For academic year: 2022/23 Last Updated: 19 January 2023
MAN-30058 - Marketing Insights - ISP
Coordinator: Griff Round Tel: +44 1782 7 33090
School Office: 01782 733094
Programme/Approved Electives for 2022/23
Available as a Free Standing Elective
Co-requisites
None
Prerequisites
None
Barred Combinations
None
Description for 2022/23
This module provides students taking Marketing programmes within Keele Business School with the opportunity to pursue an independent research project.The module explores current modes and methods organisations use to develop marketing insights. It enables students to explore an area of particular interest to them through an independent piece of consumer research and the analysis and reporting of findings. Overall the module will develop understanding and skills for undertaking marketing research both for organisations and in an academic context.
Aims
Marketing insights has two key aims: to explore key debates regarding the practice of generating marketing knowledge and insights, and to generate marketing insights through a study of consumers and how they respond to and engage with marketing and marketers. It enables students to critically evaluate areas of specific interest to them and further develop understanding and skills for undertaking marketing research.
Intended Learning Outcomes
explain and critically assess the key means by which marketing insights are generated within organisations.: 1,2
design a workable independent research proposal.: 1
implement the above proposal and analyse the findings in a scholarly manner.: 2
critically evaluate consumer research methods in relation to different research paradigms.: 1,2
design a workable independent research proposal.: 1
implement the above proposal and analyse the findings in a scholarly manner.: 2
critically evaluate consumer research methods in relation to different research paradigms.: 1,2
Study hours
Workshops 8 hours
Proposal Presentation Forum 8 hours
Proposal Supervision 4 hours
Independent Supervision 4 hours
Independent Study 126 hours
Proposal Presentation Forum 8 hours
Proposal Supervision 4 hours
Independent Supervision 4 hours
Independent Study 126 hours
School Rules
None
Description of Module Assessment
Presentation of research proposal
Students will present a proposal of their intended fieldwork project to include a short review of relevant literature, key research questions, methodology and timescale. Presentations are usually 15 minutes in duration with 5 minutes at the end for questions.
2: Research Report weighted 80%
4000-word research report
A 4000-word research report based on an independent piece of marketing research.