Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Module Cap
Tied to N1K017
Tied to N1KC17


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • As a profession, marketing is evolving. It is no longer based primarily on conceptual content, relying on mental models, deep insights and years of experience to formulate marketing decisions, the New Marketing instead resembles design engineering - it consists of putting together data, models, analysis, and computer simulations in order to learn about the marketplace and to design effective strategic marketing plans.
  • To provide a comprehensive introduction to Quantitative Marketing Research (or "Marketing Engineering"); the application of mathematical decision models in the formulation of marketing management decisions. Specifically, the module demonstrates how mathematical models and statistical techniques can be used to transform objective and subjective data about the marketing environment into informed management decisions and decision implementations.
  • Based around both Microsoft Excel and the SPSS statistical package, the module explores both the conceptual knowledge underpinning quantitative marketing decision models and the practical skills needed to generate those models and computer simulations. Participants MUST therefore be confident in both their own statistical abilities and IT skills and have a good working knowledge of Microsoft Excel.


  • The Marketing Research Process.
  • Geo-demographic Market Segmentation.
  • Primary Data Collection and Analysis.
  • Location Analysis & Demand Modelling.
  • The Internet as a Data Collection Tool.

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students will:
  • have an in-depth understanding and a critical appreciation of how and why Quantitative Market Research can enhance strategic marketing management decisions;
  • possess a specialist knowledge of the most common and successful quantitative marketing decision models.
Subject-specific Skills:
  • Upon successful completion of the module, the students will:
  • have acquired practical "hands on" experience in the generation and analytical application of quantitative marketing decision models in complex situations.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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

  • Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of lectures, groupwork, case studies and discussion) 28
Preparation and Reading 122
Total 150

Summative Assessment

Component: Practical Project Report Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Practical Project Report 4,000 words maximum 100%

Formative Assessment:


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