Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)

Module BUSS40415: Marketing Intelligence

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS40415: Marketing Intelligence

Type Tied Level 4 Credits 15 Availability Available in 2011/12 Module Cap None.
Tied to N5K207
Tied to N5K309


  • None


  • None

Excluded Combination of Modules

  • None


  • To develop an understanding of the process of market intelligence
  • To discuss the issues of managing market intelligence
  • To establish the links between research purposes and research design


  • The value of market intelligence and its relationship with different organisations
  • The nature and scope of quantitative data and its relationship to qualitative information
  • Managing the market research process
  • The sources of data: internal, external, and primary
  • Consumer/customer analysis
  • CRM – the applications of internal database
  • Supplier analysis
  • Stakeholder analysis
  • Competitive analysis
  • Issues in working with research houses
  • Managing the results: knowledge management & decision-making

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • Have a critical understanding of how to use market research for different purposes
  • Be able to critically evaluate market research data
  • Have a specialised understanding of how to apply the marketing intelligence process to aid managerial decision-making
  • Have a critical appreciation of the parameters of consumer/customer analysis, CRM, supplier analysis, stakeholder analysis, and competitive analysis
Subject-specific Skills:
  • By the end of the module students will:
  • Be able to identify and use integrated data sources for different purposes
  • Be able to manage the market research process
  • Be able to design and manage the marketing intelligence process
  • Be able to conduct/apply consumer/customer analysis, CRM, supplier analysis, stakeholder analysis, and competitive analysis
Key Skills:
  • Effective written and oral communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

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

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The summative assessment of the module, by group presentation and individual written assignment, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills in the context of specific marketing intelligence issues.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment based around the methods/purposes of market intelligence 2500 words 100% same
Component: Group presentation Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Group presentation analysing a given situation or a given case (including self- and peer-evaluation) 20 minutes 100% Individual report (1000 words) that tests same learning outcomes

Formative Assessment:

Students will receive feedback on their contributions in class.

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