DA5048 - Marketing Research and Planning

What will I learn on this module?

This module helps you develop a comprehensive understanding of the role of ‘Marketing Research’ and ‘Marketing Planning’. Specifically, you will gain an understanding about how marketing planning and research can assist marketers, managers, and entrepreneurs to achieve competitive advantages and marketing objectives. You will develop your ability to interpret and analyse secondary and primary data that can aid future marketing decisions.
The module covers the following content.
1. Principles and different types of marketing research (including secondary and primary research, qualitative and quantitative methods);
2. Fundamentals of marketing planning;
3. Core components of the marketing mix;
4. Marketing plan implementation and control.

How will I learn on this module?

The module will be taught using a combination of lectures and seminars. Your learning is supported by a teaching and learning plan that offers guidance on reading with suggested learning activities. These activities allow you to reflect and evaluate your knowledge and skills and in the relevant area. Online databases, textbooks, journals, industry reports, and case studies will be used during the course of the programme. The module will involve both directed and independent learning.

Directed learning includes activities ranging from pre-reading, preparation for marketing plans, carrying out marketing research to using various marketing research techniques to gather data. In the taught sessions, an interactive approach will draw upon the directed learning undertaken and your own experiences. Throughout, the emphasis will be on levels of participation, both individually and within small groups.

Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy along with the explicit development of competence. You are particularly encouraged to bring examples from the workplace into the classroom to share with each other and with the tutors.

The workplace will form a significant element of your learning. This will include regular directed activities outlined in the module’s teaching and learning plan. These activities will enable reflection on learning from taught sessions and subsequent application through research into practice.

How will I be supported academically on this module?

How will I be supported academically on this module? (SRS 0003) Please provide a brief overview of the academic support available to students, in a range of approaches are adopted to accelerate your learning in this module.
During the first week of this module, you will receive information about the module and Teaching & Learning Plan. The teaching and learning plan (TLP) sets out
• Learning outcomes and overall module and programme aims
• Teaching, learning and assessment strategy
• Teaching schedule
• Directed reading references (text and journals) and core texts for the module

Further supporting this learner journey, the first taught session will discuss the rationale and learning objectives of this module and how it contributes to your overall programme goals. The assessment strategy will be outlined as a refresher on key academic skills and resources critical to your success as a learner on this module.

During this module, your tutors will provide academic support including:
• Delivering lectures and seminars
• Providing guidance in relation to assignments
• Development of key resources, made available through the VLE
• Specialist subject advice, particularly in linking your work to academic research, concepts and emerging knowledge in the field
• Assessing assignments

The module will also have an e-reading list which directs you to specific reading for each session. This includes direct access to repositories, journal articles and other academic sources. You will also be provided with access to a significant set academic research sources via the Northumbria University library portal.

You will have opportunities to receive formative feedback from your tutor in response to opinions you express and issues you raise during classes and meetings.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module, you should be able to:

Knowledge & Understanding:

• Apply marketing research and marketing planning principles, in their organisation. (ML01)

Intellectual / Professional Skills & Abilities:

• Apply analytical skills to interpret secondary and primary data and apply the knowledge into your own workplace. (ML02)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• Demonstrate knowledge of ethical and cultural issues surrounding marketing research and planning. (ML03)

How will I be assessed?

This module uses a subject-based assessment approach, encouraging or directly enabling you to bring your career context into the module.

Formative Assessment

Formative assessment of your skills, knowledge and understanding, as demonstrated in your submitted assignments, is a key component of the assessment strategy. It forms an integral part of the formal scheduled teaching programme and will be an integral part of the asynchronous discussion board forums on the VLE. Formative assessment feedback will additionally enable you to undertake self-reflection and to include newly-acquired knowledge and understanding in order to refine your tutor-guided and self-directed independent learning and enhance your performance during final summative assessment.

Summative Assessment

You will be summatively assessed by a 2500 word work related assessment which addresses all module learning outcomes. You will develop a marketing plan for your company based on your marketing research findings. The report will be written individually and incorporate both secondary and primary research findings.





Module abstract

This module helps to develop an understanding of the role of ‘Marketing Research’ and ‘Marketing Planning’. You will gain an understanding about how marketing planning and research can assist marketers, managers, and entrepreneurs to achieve competitive advantages and marketing objectives. You will develop your ability to interpret and analyse secondary and primary data that can aid marketing decisions. In addition, you will learn how to create an effective marketing plan based on your research findings. This module also helps you build relevant marketing and management skills, such as critical and logical thinking, problem solving skills, team working, and research skills. You will understand how to apply the theories into practice through various directed learning activities. The module will strengthen your capacity as a marketer in your organisation.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


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