Module Descriptors
MANAGING MARKETING KNOWLEDGE
MKTG70206
Key Facts
Faculty of Business, Education and Law
Level 7
15 credits
Contact
Leader: Fatimah Moran
Email: F.M.Moran@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 50%
- ASSIGNMENT - SECOND ASSIGNMENT weighted at 50%
Module Details
Module Additional Assessment Details
The two elements of assessment are:-
Buyer Behaviour - 50% - 1750 word individual assignment which synthesizes and critically evaluates current buyer behaviour theory and its practical application to marketing problem or issue. Assesses Learning Outcomes 1, 2 and 5.
Marketing Research - 50% - 1750 word individual assignment which synthesizes and critically evaluates marketing research requirements and its practical application to a marketing problem or issue. Assesses Learning Outcomes 1, 3, 4 and 5.
Buyer Behaviour - 50% - 1750 word individual assignment which synthesizes and critically evaluates current buyer behaviour theory and its practical application to marketing problem or issue. Assesses Learning Outcomes 1, 2 and 5.
Marketing Research - 50% - 1750 word individual assignment which synthesizes and critically evaluates marketing research requirements and its practical application to a marketing problem or issue. Assesses Learning Outcomes 1, 3, 4 and 5.
Module Indicative Content
This is a module concerned with understanding consumer behaviour through market research. This module will seek to provide course members with the opportunity to develop an understanding of customers, within an ethical framework. Specifically, the module will include contemporary buyer behaviour and marketing research issues.
It will include the following topics:
- introduction to buyer behaviour
- the consumer's culture
- the psychological core
- the buyer decision making process
- the role and value of marketing research in marketing and other business areas
- research methodologies and the development of appropriate marketing information systems
- the appreciation of marketing data throughout the organisation
- Consideration of the effects of new technologies
It will include the following topics:
- introduction to buyer behaviour
- the consumer's culture
- the psychological core
- the buyer decision making process
- the role and value of marketing research in marketing and other business areas
- research methodologies and the development of appropriate marketing information systems
- the appreciation of marketing data throughout the organisation
- Consideration of the effects of new technologies
Module Resources
Module Handbook
Recommended Texts and Journals
Library resources and e-journals
Internet and e-mail
Weblinks
Case studies
PC with Office software
Videos
Recommended Texts and Journals
Library resources and e-journals
Internet and e-mail
Weblinks
Case studies
PC with Office software
Videos
Module Learning Strategies
150 learning hours in total- 36 hours in class, the remainder being self-directed independent study.
A combination of conventional tutor led lectures, individual and group problem solving; directed reading outside class will be offered. The tutor led lectures will be supported with appropriate handouts and support material. Student centred learning will include case study materials and other relevant activities, supported by background reading.
A combination of conventional tutor led lectures, individual and group problem solving; directed reading outside class will be offered. The tutor led lectures will be supported with appropriate handouts and support material. Student centred learning will include case study materials and other relevant activities, supported by background reading.
Module Texts
Essential texts:
Solomon, M, R. (2007), Consumer Behaviour: Buying, Having and Being (2007), 7th edition, Prentice Hall, ISBN 013218694.
Burns, A. C. and Bush, R. F. B. Marketing Research, (2000), International edition, Prentice Hall.
Other recommended texts:
Schiffman, L. and Kanuk, L. (2007), Consumer Behavior, 9/E, Prentice Hall. ISBN: 0-13-186960-4
Malhorta (2007), Marketing Research: An Applied Orientation and SPSS 14.0 Student CD, 5th edition, Prentice Hall. ISBN: 0132221179
NB: Current and/or suitable texts will be used to replace the previous editions when available.
Solomon, M, R. (2007), Consumer Behaviour: Buying, Having and Being (2007), 7th edition, Prentice Hall, ISBN 013218694.
Burns, A. C. and Bush, R. F. B. Marketing Research, (2000), International edition, Prentice Hall.
Other recommended texts:
Schiffman, L. and Kanuk, L. (2007), Consumer Behavior, 9/E, Prentice Hall. ISBN: 0-13-186960-4
Malhorta (2007), Marketing Research: An Applied Orientation and SPSS 14.0 Student CD, 5th edition, Prentice Hall. ISBN: 0132221179
NB: Current and/or suitable texts will be used to replace the previous editions when available.