Customer Insight Project
Run by Bangor Business School
10 Credits or 5 ECTS Credits
Organiser: Prof Edward Shiu
Overall aims and purpose
NOTE : If you register for this module, you cannot also register for ASB-3214 Auditing.
To complete an extended marketing research activity focusing on key marketing outcomes, and to make relevant recommendations to relevant stakeholders. To build on marketing concepts studied in earlier modules in the degree programme. To acquire and develop quantitative (SPSS) data analysis skills applied to survey data.
Issues in undertaking market research activities; Development and administration of fieldwork for quantitative customer survey; Analysis of quantitative survey data; Reporting and presentation of strategic recommendations.
No major omissions or inaccuracies in the development 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.
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.
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.
Analyse marketing environments.
Assess customer perceptions and motivations.
Conduct statistical analyses on quantitative survey data via SPSS.
Formulate, deliver and present strategic responses for key stakeholders.
|WRITTEN PLAN||Individual Report Plan||20|
|REPORT||Individual Final Report||80|
Teaching and Learning Strategy
Work on group report and individual report
- 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
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- 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.
- Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
- Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
- Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in
Subject specific skills
- People management: to include communications, team building, leadership and motivating others.
- 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.
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Building and maintaining relationships.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
Field, A.P. (2013). Discovering statistics using IBM SPSS statistics: and sex and drugs and rock 'n' roll. Los Angeles: Sage 4th edition. Hair, J.F. Jr., Bush, R.P. and Ortinau, D.J. (2000). Marketing Research: A Practical Approach for the New Millennium. Irwin/McGraw-Hill. Janssens, W., Wijnen, K., De Pelsmacker, P. and Van Kenhove, P. (2008). Marketing Research with SPSS. Prentice Hall/Financial Times. Malhotra, N.K. (2014). Basic Marketing Research. Harlow: Pearson Education Limited 4th ed. (Pearson new international ed.) Malhotra, N. and Birks, D. (2000, 2007). Marketing Research: An Applied Approach. Financial Times/Prentice Hall. Malhotra, N.K., Birks, D.F. and Wills, P. (2012). Marketing Research: An Applied Approach. Harlow, England: Pearson Fourth edition.
Pre- and Co-requisite Modules
Courses including this module
Compulsory in courses:
- NN15: BA Business Studies and Marketing year 3 (BA/BSM)
- 8N60: BA Business Studies and Marketing (with International Exp) year 4 (BA/BSMIE)
- N500: BA Marketing year 3 (BA/MK)
- N5R3: BA Marketing with Italian year 4 (BA/MKITAL)
- N5R1: BA Marketing with French year 4 (BA/MKTFR)
- NR51: BA Marketing and French (4 year) year 4 (BA/MKTFR#)
- N5R2: BA Marketing with German year 4 (BA/MKTGER)
- NR52: BA Marketing and German (4 year) year 4 (BA/MKTGER4)
- NR53: BA Marketing and Italian (4 year) year 4 (BA/MKTITAL)
- NR54: BA Marketing and Spanish (4 year) year 4 (BA/MKTSP)
- N5R4: BA Marketing with Spanish year 4 (BA/MKTSP#)
- N503: BSc Marketing (Bangor International College) year 3 (BSC/BICMRK)
- NNM1: BSc Business Studies & Marketing with Intl Experience year 4 (BSC/BSMIE)
- NN1M: BSc Business Studies and Marketing year 3 (BSC/BSMKT)
- NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 3 (BSC/BSMKT1)
- N501: BSc Marketing year 3 (BSC/MKT)
- N50B: BSc Marketing (4 year with Incorporated Foundation) year 3 (BSC/MKT1)
Optional in courses:
- NQ26: BA Astudiaethau Busnes a Chymraeg year 3 (BA/ABCH)
- NG10: BA Business and Computer Information Systems year 3 (BA/BCIS)
- NN13: BA Business Studies and Finance year 3 (BA/BSF)
- NN14: BA Business Stud & Finance (with International Experience) year 4 (BA/BSFIE)
- N1R1: BA Bus Stud with French year 3 (BA/BSFR)
- N1R2: BA Business Studies with German year 3 (BA/BSGER)
- N1R3: BA Business Studies with Italian year 3 (BA/BSIT)
- N1R4: BA Business Studies with Spanish year 3 (BA/BSSP)
- NM11: BA Business and Law year 3 (BA/BUSALAW)
- N1T1: BA Business Studies and Chinese year 4 (BA/BUSCH)
- NR1C: BA Business Studies/French year 4 (BA/BUSSF)
- NR1F: BA Business Studies and German year 4 (BA/BUSSG)
- NR1H: BA Business Studies and Italian year 4 (BA/BUSSI)
- NR1K: BA Business Studies and Spanish year 4 (BA/BUSSS)
- R1NC: BA French with Business Studies year 4 (BA/FBS)
- R2NC: BA German with Business Studies year 4 (BA/GBS)
- N2N4: BA Management with Accounting year 3 (BA/MAF)
- R4N1: BA Spanish with Business Studies year 4 (BA/SPBS)
- L190: BSc Business Economics year 3 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 3 (BSC/BEC1)
- L191: BSc Business Economics with International Experience year 3 (BSC/BECIE)
- L192: BSc Business Economics (Bangor International College) year 3 (BSC/BICBE)
- N106: BSc Business Stud & Finance (Bangor International College) year 3 (BSC/BICBSF)
- NN24: BSc Management with Account (Bangor International College) year 3 (BSC/BICMNA)
- NN1H: BSc Business Studies and Finance year 3 (BSC/BSFIN)
- NN1J: BSc Business Studies and Finance (4 year with Incorp Found) year 3 (BSC/BSFIN1)
- N2NK: BSc Management with Accounting year 3 (BSC/MWACC)
- N2NL: BSc Management with Accounting (4 year with Incorp Found) year 3 (BSC/MWACC1)