Marketing Information and Research
Unit summary
This unit focuses on the importance of marketing information in gaining a more in-depth understanding of the market in which the organisation operates and the customers it seeks to serve.
It aims to provide an understanding of how marketing information supports marketing decisions within the organisation and how information contributes to the overall marketing process. The unit explores different research methodologies and encourages consideration of complementary approaches to collecting a range of market and customer information.
The unit also considers the role of databases in information management, the nature and scope of the research industry and of various research methodologies linked to the collection of primary and secondary data.
By the end of the unit, students should be able to demonstrate a thorough knowledge and understanding in the ways of collecting and manipulating information to support and justify key marketing decisions.
Unit details
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15 Business, Administration and Law
Task-based controlled assessment