Why is it important to fully understand the needs of the customer? How do businesses achieve this? You'll be able to use systematic marketing research methods, exploring the different types of data marketers can utilise, and how marketing research fits into the marketing management process to create customer insights. You’ll have the skills to understand and critically appraise diverse forms of data that marketers have access to.
Private study: 128
Contact hours: 22
Total study hours: 150
Main assessment methods:
Group Project (2,500 words) (20%)
Individual Research Proposal (3500 words) (80%).
Reassessment methods
100% coursework through Individual Research Proposal
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 understand, apply and critically appraise the steps involved in generating customer insights to address marketing problems through the marketing research process (including problem definition, data collection, data analysis and communicating the findings);
2 critically evaluate the different research designs and understand their application to marketing problems for generating relevant customer insights;
3 understand and appraise the nature and operation of the marketing research industry and the role of customer insights;
4 apply the different marketing research and customer insight tools available to solve marketing problems, and critique the benefits and costs involved in their use.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 negotiate and work with peers;
2 work under own initiative;
3 work with others;
4 identify, critically analyse, and address both academic and practical problems;
5 critically outline a logical case/argument
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