MK9706 - Marketing Research and Analytics

What will I learn on this module?

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Research’ and ‘Marketing Analytics’ in a successful organisation. You will gain an understanding of how marketing analytics and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantages. First, the principles of marketing research are presented. This involves exploring areas such as qualitative and quantitative research. From here the fundamentals of marketing analytics are discussed. Thus, a highly structured approach will be provided for you to undertake the module successfully.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.

• Describe and explain the key theoretical terms and concepts of marketing analytics. In addition, you will have the appropriate skills to develop analytic dashboards.

How will I learn on this module?

The one-hour lectures each week will provide you with a sound theoretical underpinning of the module content and these will be supported by a series of six seminars and six computer lab sessions (two-hours each). The seminars and computer lab sessions are designed to provide you with ample opportunity to practice qualitative and quantitative data collection, coding and analysis skills. The quantitative research element of the module will enable you to learn how to use SPSS and Social Network Analysis software packages.

The module has an extensive reading list, designed to provide you with a range of sources on marketing research and marketing analytics, which will aid your development of understanding of key marketing research and analytic theories as well as practical marketing research and marketing analytic skills.

Your directed study will support the work you have undertaken in the contact sessions. You will get the opportunity to conduct secondary and primary data collection as well as social listening exercises outside of designated contact hours,
Independent learning time is furthermore set aside for you to work on marketing research and marketing analytics, which will contribute towards completion of the assessment (a research-driven report for your chosen company/product/brand).
The practically aligned problem-solving nature of seminar activities and computer lab exercises means that tutors will provide you with formative feedback continuously throughout the module.

How will I be supported academically on this module?

Support will be provided to you by team of academic staff members assigned to the module, who will be providing you with the lecture input. A team of academic staff members are allocated seminar and computer lab workshop groups of approximately 20 students each, which provides a closer, more personal academic support. Groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.

Your module is supported by an e-learning portal, which houses lecture materials, seminar exercises, computer lab exercises and data files, alongside assessment details and various support facilities such as recordings of certain educational content, alongside other electronic support facilities such as ones indicated above.

You will be provided with a wide-ranging electronic reading list that comprises textbooks, academic journals and databases that are designed to assist your learning as well as facilitate data collection for the purpose of completion of assignments.

The summative module assessment consists of a marketing research report, which also incorporates the social listening task, and you will be expected to work on this continuously during the course of the semester. This will encourage your active participation in the learning process throughout the semester.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Goal 1: Knowledge & Understanding:
• Develop a critical understanding of the key theoretical concepts of marketing research (ML01).
• Develop a critical understanding of the key theoretical concepts of marketing analytics (ML02).

Goal 2: Intellectual / Professional skills & abilities:
• Demonstrate self-reflection in the context of marketing research and marketing analytics as part of your personal development (ML03).

• Ability to conduct secondary marketing research as well as qualitative, quantitative primary marketing research and marketing analytics, supporting the development of research-driven marketing reports for businesses (ML04).

Goal 3: Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• An ethically sound approach to marketing research (including issues such as ethically sound treatment of respondents and data storage) (ML05).

How will I be assessed?

Component One: You will undertake a social listening task. This will be assessed through a group presentation.
(MLOs 4 and 5).

Component Two: You will develop an individual written Marketing Research Report (3,000 words) for a company/brand/product based on secondary and primary data collection plus an output from social listening. The report should use marketing tools and techniques, which are introduced during lectures, seminars and laboratory exercises. The report will also draw heavily social listening exercise collected as part of the summative assessment. The report will include a reflective statement. (MLOs 1, 2 and 3)

There will be a formative group work project undertaken and formative assessment will be conducted throughout the series of seminars and computer labs.





Module abstract

Marketing research and analytics are core activities performed by just about any successful organisation in today’s society and therefore it is imperative for any marketing student to develop skills in these areas. Upon completion of this module, you will have learned how to conduct quantitative data analysis using the SPSS software package and social listening. Both of these skills are arguably quite rare among business degree graduates, however directly applicable in the workplace and, as a result, highly desirable to employers. The module furthermore helps you develop important qualitative research skills in addition to team working skills, both of which are appreciated by employers as well. To summarise, what you will learn on this module will be crucial when it comes to maximising your marketing job prospects upon graduation.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 16 months Full Time
2 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start January 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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