Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap
Tied to N1D317
Tied to N1D217
Tied to N1D314


  • 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:
  • By the end of this module, 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;
  • have acquired practical "hands on" experience in the generation and analytical application of those decision models in complex situations.
Subject-specific Skills:
    Key Skills:

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

      • The module is delivered in discrete Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post or fax).
      • 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
      D L Study Units (a combination of specially written material, directed reading, self-assessed assignments and guidance for further reading) 150
      Total 150

      Summative Assessment

      Component: Written Assignment Component Weighting: 100%
      Element Length / duration Element Weighting Resit Opportunity
      Written Assignment 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