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2018/19 Taught Postgraduate Module Catalogue

LUBS5418M Marketing Research Consultancy Project

15 creditsClass Size: 70

Module manager: Dr Yi-Chun Ou
Email: Y.Ou@leeds.ac.uk

Taught: Semester 2 View Timetable

Year running 2018/19

This module is not approved as an Elective

Module summary

Based on data from the Consumer Data Research Centre, this module provides an opportunity to work in small teams to perform a live data analysis task using real data, and present this to the organisational client. In this, groups will be assigned a variety of tasks in various applied areas of consumer insight. The module also involves industry speakers and considers research methods and skills concerning how to undertake and package data analyses in the most appropriate manner for senior decision-makers. The module will cover aspects of strategy theory relevant to consultancy work, and how to maximise the impact of research findings in marketing settings.

Objectives

This module aims to develop students’ understanding of the workings of marketing research and analytics and their skills to apply a range of relevant marketing analysis concepts and techniques to data of a client organisation and make realistic recommendations concerning insights generated.

Learning outcomes
Critically and systematically appraise the different modes of marketing research and stages of a marketing research project;

Identify and assess relevant marketing analysis tools, concepts and techniques and apply these to the analysis of a firm’s data;

Critically evaluate and recognise the practices of consultancy and how to maximise the impact of research findings in marketing settings.

Skills outcomes
Develop their teamworking, along with other rich professional skills required for using consumer data to form and implement marketing strategies, such as thought leadership;
Develop and deliver professional quality oral presentations that distil insights from analyses of consumer data for marketing decisions;
Apply ethical codes to the practice of consumer analytics and marketing strategy.


Syllabus

Modes of marketing research and the marketing information system; the marketing research process and problem definition; the generation of marketing insights from quantitative data sources; consultancy practices and techniques for the implementation of research findings; constructing the case for using customer insights in marketing and management decisions.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Meetings20.501.00
Group learning51.005.00
Lecture82.0016.00
Seminar31.003.00
Private study hours125.00
Total Contact hours25.00
Total hours (100hr per 10 credits)150.00

Private study

On top of the weekly lectures and two-weekly seminars (which cover theory and practical lab-based applications), a large element of the module is driven by student group work focusing on the live project and they must allocate their tasks and work accordingly.
Private study is required to search for academic and practical information and write a report of significance to the client organisation.

Opportunities for Formative Feedback

Formative feedback will be provided during the seminars and the group learning sessions. More specifically, the seminar sessions will be organised around the performance of particular briefs and completion will be monitored; and the student teams will be tasked with submitting project updates to the tutor before the group learning sessions.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Group Project5000 word group report50.00
PresentationGroup presentation30.00
Reflective log1000 word written reflective statement20.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 5,000 word coursework.

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53

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