Module Details

Module Code: MKTG H3325
Module Title: Market and Customer Insights
Title: Market and Customer Insights
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Una Grant
Domains:  
Module Description: The aim of this module is to develop the learner's knowledge in the field of marketing research; to demonstrate the importance of research to marketing decisions; and develop a skills of marketing research practice.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Identify and use appropriate research techniques and data sources to analyse markets and customers.
LO2 Undertake ethical and methodological sound customer research.
LO3 Analyse and report research findings to a professional standard.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Researching a Market
Setting scope of research and objectives - Stages of analysing a market - Sources of market data - Analysis tools - Digital literacy for research - Interpretation of data - Communication of findings/analysis / data visualisation - Ethical market research
Researching the Customer
Online and offline methods including focus groups, interviews, observation, netnography, surveys, technological/digital developments, focus on digital developments in consumer research, videography, social media research, eye tracking technology; focus on survey / questionnaire design & implementation; Ethical customer research
Data Analysis Practical
Use of survey and data analysis tools to design, analyse and visualise survey data.
Data Analysis Techniques
Use of common data analysis tools (e.g. Microsoft Excel) to carry out data analysis including data visualisation, descriptive statistics (e.g. mean, median, etc...), hypothesis testing, correlation and regression.
Module Content & Assessment
Assessment Breakdown%
Project70.00%
Practical30.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 70
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Research project to include evidence of both primary and secondary research. Project is likely to take the form of a market analysis using secondary research knowledge & skills and customer analysis using primary research and data analysis / analytics knowledge & skills.
Practical
Assessment Type Practical/Skills Evaluation % of Total Mark 30
Timing Week 8 Learning Outcomes 3
Non-marked No
Assessment Description
Assessment of practical data analysis skills. A maximum of two assessments potentially including, but not limited to, MCQ and in-class test.
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Laboratory Contact No Description Every Week 4.00 4
Independent Learning Non Contact No Description Every Week 5.00 5
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Laboratory Contact No Description Every Week 2.00 2
Independent Learning Non Contact No Description Every Week 7.00 7
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Naresh K. Malhotra,Daniel Nunan,David F. Birks. (2017), Marketing Research, 5th. Pearson, [ISBN: 1292103124].
  • Alvin C. Burns,Ann Veeck,Ronald F. Bush. (2017), Marketing Research, 8th. Pearson, [ISBN: 9789332584679].
  • Wayne L. Winston. Marketing Analytics: data-driven techniques with Microsoft Excel, 2014. John Wiley & Sons, Indianapolis.
  • Knaflic Cole. (2015), Storytelling with Data: a data visualisation guide for professionals, Wiley, New Jersey.
  • Cole Nussbaumer Knaflic. (2019), Storytelling with Data - Let's Practice, John Wiley & Sons, [ISBN: 1119621496].
Supplementary Book Resources
  • Andy Field. (2017), Discovering Statistics Using IBM SPSS Statistics, Sage Publications.
Recommended Article/Paper Resources
  • Journal of Marketing Research.
  • International Journal of Research in Marketing.
Other Resources
Discussion Note: