Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2010-2011 (archived)


Department: Economics, Finance and Business (Business)


Type Open Level 3 Credits 20 Availability Available in 2010/11 Module Cap None. Location Durham


  • Marketing Management


  • None

Excluded Combination of Modules

  • None


  • This module seeks to build on the Level 2 module 'Marketing Management', providing students with the knowledge and skills to conduct marketing research, to understand why it is important, when it is important, and which techniques to use, depending on the needs of a marketing project.


  • Introduction to Marketing Research
  • Marketing Research background
  • Marketing Information System (MIS)
  • The Marketing Research Process
  • Types of marketing research
  • Marketing Research Data
  • Secondary data in Marketing Research
  • Qualitative Marketing Research methods
  • Quantitative Marketing Research methods
  • Measurement and scaling
  • Design of Marketing Research Surveys
  • Developing a Sampling Plan
  • Data collection
  • Data analysis
  • Report Preparation and Presentation.

Learning Outcomes

Subject-specific Knowledge:
  • Knowledge of the key principles of marketing research, and how they can be used to inform marketing management decision making.
Subject-specific Skills:
  • Critical understanding of the breadth of techniques available for undertaking marketing research, and which techniques are most valuable in a given situation.
  • Ability to apply appropriate marketing research techniques effectively in a marketing research project.
Key Skills:
  • Communication of marketing research reports, both written, and verbally, through summative report, and presentation.
  • Increased statistical competence through analysis of marketing data.
  • Computer literacy- increased competence with statistical packages such as SPSS.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Teaching is via lectures and practicals. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of a group presentation. Summative assessment is by one essay and one marketing research project report.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 21 1 per week 1 hour 21
Practicals 8 4 in term 1, 4 in term 2 1 hour 8
Preparation and Reading 171
Total 200

Summative Assessment

Component: Essay Component Weighting: 30%
Element Length / duration Element Weighting Resit Opportunity
Essay 1500 words 100%
Component: Project Component Weighting: 70%
Element Length / duration Element Weighting Resit Opportunity
Marketing Research Project Report 4000 words 100%

Formative Assessment:

One group presentation.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University