Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2017-2018 (archived)


Department: Business School (Business)


Type Tied Level 2 Credits 20 Availability Available in 2017/18 Module Cap Location Durham
Tied to N500
Tied to N506
Tied to N508
Tied to N501
Tied to N505
Tied to N507
Tied to N509
Tied to N510
Tied to N511


  • Marketing Principles


  • None.

Excluded Combination of Modules

  • None.


  • To provide students with the knowledge and skills to conduct market research, to understand why it is important, when it is important, and which techniques to use, depending on the needs of a marketing project.
  • To address analytical and collaborative mindsets.


  • Introduction to Marketing Research.
  • Marketing Research background.
  • Conducting a literature review.
  • The Marketing Research Process.
  • Types of marketing research.
  • Marketing Research Data.
  • Secondary data in Marketing Research.
  • 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 understanding and competence of how quantitative research methods 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.
  • Ability to conceive and carry out quantitative marketing research.
Key Skills:
  • Communication of marketing research reports, both written and verbally
  • Increased statistical competence through analysis of marketing data
  • Interpersonal and teamworking skills
  • 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 practicals, and private study.
  • Formative assessment is by means of one group presentation, this will give students the opportunity to practice and get feedback on preparing a proposal for a specific research brief. It will feed into the summative research report.
  • Summative assessment is by one individual essay and one (individual) marketing research report.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 20 1 per week 1 hour 20
Practicals 8 4 in term 1, 4 in term 2 1 hour 8
Preparation and Reading 172
Total 200

Summative Assessment

Component: Essay Component Weighting: 30%
Element Length / duration Element Weighting Resit Opportunity
Individual essay 1500 words 100%
Component: Project Component Weighting: 70%
Element Length / duration Element Weighting Resit Opportunity
(Individual) Marketing Research 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