MK4D02 - Research Insights and Strategy 01 Sep 2024 - 31 Aug 2027 | Version 0
Associated Module Information
| Module Code: | MK4D02 | ||
|---|---|---|---|
| Module Title: | Research Insights and Strategy | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Jackie Harris | ||
| Module Team: | Francesca Carpanini, Jonathan Deacon, Alexandra Hollyman, Sophia Christidi | ||
| First Intended Intake: | SEP 2024 | Final Year of Intake: | 2029 |
| Date Closed: | |||
| Credit Value: | 40 | Credit Level: | 7 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 0 |
|---|---|
| Valid From | 01 Sep 2024 |
| Valid To | 31 Aug 2027 |
Module Aims
This module enables learners to apply robust academic and practitioner-led research to inform and enhance contemporary strategic and digital marketing decision-making.. To do so, the module aims to:
Develop a critical understanding of research theory and practice within strategic and digital marketing contexts.
Equip learners with the skills to define and deliver customer and organisational value through the use of market research (MR), marketing information systems (MIS), market intelligence, and cross-disciplinary research approaches.
Enable learners to critically evaluate a range of research methodologies and select those most appropriate to the research objectives and business context.
Build the practical capabilities required to plan, manage, and produce a well-executed research project.
Deepen learners’ critical understanding of strategic marketing models and approaches relevant to data-driven and insight-led decision-making.
Meet the research and professional skill requirements of relevant industry bodies (e.g., IDM, DMA, CIPR, PRCA).
Content Summary
Strategic and Market-Led Insight Development
· Market-led strategic change and organisational learning
· Developing market sensing capabilities
· Strategic models and frameworks for digital and strategic marketing
· Sources of market knowledge: evaluating and synthesising academic and practitioner literature
· Reviewing and writing critically using secondary research
· Interpreting market information for decision-making
Research Opportunity Identification
· Identifying gaps in knowledge to inform research aims and objectives
· Scoping and justifying empirical research opportunities aligned to business needs
· Understanding the role of research in strategic decision-making
Research Theory and Methodology
· Research philosophies and paradigms
· Overview of qualitative, quantitative, and mixed-methods approaches
· Selection and justification of research methodologies
· Designing effective research for applied marketing contexts
Ethical and Practical Considerations
· Ethical research practices, including GDPR and institutional policies
· Informed consent and data protection
· Data management: collection, storage, and disposal
Data Collection and Analysis
· Methods of data collection and generation
· Data analysis techniques and tools (basic overview)
· Interpreting findings to generate meaningful insights
Communicating Research and Strategic Insights
· Presenting research findings effectively for strategic and business audiences
· Translating insights into strategic value propositions or marketing strategies
· Developing the case for primary research in strategic decision making.
Personal and Professional Development
· Engagement with professional body standards (e.g., IDM, DMA, CIPR, PRCA)
· Signposting to relevant online resources, events, and networking opportunities within the university and wider professional community
· Developing research and communication skills for professional accreditation and practice
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 20 |
| Tutorials | 4 |
| Practical Classes and Workshops | 36 |
| Independent Study | 200 |
| Directed Study (including online independent learning) | 140 |
| Total Hours Selected | 400 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Critically evaluate and synthesise relevant academic literature and credible secondary sources to generate insights into a complex issue in strategic and digital marketing and use these insights to develop and present a coherent strategic response, such as a value proposition or positioning strategy. |
| LO2 | Develop and justify the case for conducting primary empirical research to inform strategic decision-making |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Synchronous Onsite Oral Assessment | Presentation (Synchronous Onsite) 1 | A presentation of secondary research insights and value proposition | 15 | N/A | 50 | No | 40 |
| Asynchronous Assessment | Report 1 | A business case for an identified primary research project | 0 | 2000 | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Presentation (Synchronous Onsite) 1 | ✔ | ✔ | |
| Report 1 | ✔ | ✔ | |