Module ASB-4523:
Marketing Analysis

Module Facts

Run by Bangor Business School

15 Credits or 7.5 ECTS Credits

Semester 2

Organiser: Prof Louise Hassan

Overall aims and purpose

This module introduces you to key concepts and techniques used in researching markets and marketing (e.g., brand positioning, segmentation, new product development). This is a key module within marketing, since it provides a critical input to the planning and development of a company's marketing strategy. This module uses a problem-oriented approach to learning and the structure of the lectures and computer-based workshops aims to provide a theoretical and practical understanding of marketing research issues.

Course content

• Introduction to the marketing information system and the marketing research process • Types and collection of marketing research data • Measurement in marketing research • Introduction to data analysis • Hypothesis testing • Regression analysis • Multidimensional scaling and cluster analysis • Experimentation • Conjoint analysis

Assessment Criteria

threshold

Satisfactory standard: No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

excellent

Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

good

Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills

Learning outcomes

  1. Acquire a working knowledge of marketing analysis techniques using SPSS.

  2. Apply managerial judgement, analytical and critical skills to interpret and understand the relevancy of marketing research data.

  3. Analyse consumer data applying techniques (such as cluster analysis, regression analysis, multidimensional scaling) to assist marketers in understanding consumers.

  4. Demonstrate a thorough understanding of the marketing information system and the marketing research process.

Assessment Methods

Type Name Description Weight
REPORT Individual Project Report

Data analysis report based on a dataset given to students.

50
EXAM Final Examination Mark

1.5 hour unseen examination.

50

Teaching and Learning Strategy

Hours
Lecture

Lectures 2 hours per week

18
Practical classes and workshops

6 two hour practical lab sessions teaching marketing techniques using SPSS.

12
Private study 120

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Numeracy - Proficiency in using numbers at appropriate levels of accuracy
  • Computer Literacy - Proficiency in using a varied range of computer software
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
  • Articulating and effectively explaining information.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.

Resources

Courses including this module