Emphasises the critical role of research in marketing and marketing decision-making. Discussion focuses on the strengths and limitations of various means of collecting and analysing market information. Examples of market research are evaluated. Students are required to design a marketing study and submit a market research report.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
Not currently offered
On completion of this course, students should be able to:
Marketing research comprises one of the most important and fascinating facets of marketing. It links an organisation with its external and internal environment through information. Never before has information been as important for decision making as it tody. As we approach the 21st century, relying on information is becoming more crucial for businesses to survive in a competitive environment. It is essential that the students in marketing know what marketing research is and how to apply it. This course is very practical and applied. No one can fully appreciate marketing research by reading about it in a book. It must be learned from hands on experience. Therefore, the teaching approach is “Learning by doing”. This course will teach you how to conduct the operations of problem definition, information search, information gathering, data analysis, interpretation and presentation.
|Assumed Knowledge||GSBS6010 - Marketing Concepts or equivalent|
|Modes of Delivery||External Mode
Flexible Delivery / Student Centred Learning
Problem Based Learning
|Compulsory Components||None listed|
|Course Materials||None listed|
|Timetable||2014 Course Timetables for GSBS6031|