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Unit of study_

MKTG2113: Marketing Insights

Fundamental to marketing is a requirement to understand the environment and how to establish an on-going connection with customers in order to meet ever-changing needs and wants more effectively. Marketing insights address such dynamism and interplay in the marketplace by engaging in applied research to generate insights and conveying them in a meaningful and useful way to aid marketing decisions. This unit equips students with the practical knowledge and technical skills necessary to see through the entire research process involving project planning, collecting and analysing data, and generating insights. Particular focus is given to the use of different qualitative and quantitative research strategies for data collection, including: secondary data collection, observation and projective techniques, questionnaire design, and experimental design.

Code MKTG2113
Academic unit Marketing
Credit points 6
MKTG1001 and MKTG1002

At the completion of this unit, you should be able to:

  • LO1. employ the marketing research process to help organisations make informed business decisions
  • LO2. evaluate pieces of scientific research, recognise the method/s used and review the conclusions drawn
  • LO3. analyse and synthesise data gathered to form meaningful insights.