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Unit of study_

MKTG6001: Marketing Research

This unit provides an introduction to marketing research and an overview of the industry. The major components of marketing research projects are discussed and students gain an insight into understanding and structuring research problems. The unit also gives an overview of primary, secondary and internal sources of data as well as advanced methods and techniques of research.

Code MKTG6001
Academic unit Marketing
Credit points 6

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

  • LO1. Develop the necessary theoretical understanding and practical skills to execute real-world marketing research projects.
  • LO2. Develop the skills required to identify, evaluate, and supply the information necessary on which to base practical business decisions.
  • LO3. Identify and execute the principal steps of the marketing research process.
  • LO4. Understand how marketing research fits into the broader strategic planning process, with reference to existing theories, concepts and models of business management.