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Marketing research and digital marketing

Stage 2, optional (compulsory for Marketing pathway)

The course will focus around a conceptual framework for conducting research, drawing on the steps of the marketing research process. Both qualitative and quantitative methodologies are critically examined and then applied in the practical assignment.

You will learn to design and produce research that is actionable and relevant to marketing decisions. They will also examine digital marketing practices, supporting technologies and digital strategies including Search Engine Optimisation (SEO), customer acquisition and retention, customer service, direct marketing, communications, e-tailing and digital channel structures.

Topics covered

Marketing research:

  • Planning research: defining problem, brief and proposal
  • Secondary data: nature and sources
  • Qualitative research  
  • Quantitative research  
  • Questionnaire design: scales
  • Managing data collection
  • Analysing quantitative data
  • Analysing qualitative data
  • Communicating findings  
  • MRes contexts and trends

Digital marketing:

  • Fundamentals of digital marketing (DM)
  • Strategy & implementation
  • DM & consumers (individuals)
  • Digital marketing communications
  • DM & consumers (collectives)
  • DM, ethics and society
  • DM in a global context

Learning outcomes

  • Apply critical thinking and analytical skills in the broader context of research and scholarship in the marketing research field
  • Identify, gather and analyse appropriate marketing information for management decision making
  • Formulate, organise and conduct a marketing research project
  • Explain and critically assess the principles and roles of digital marketing programmes, how they are applied with links to different techniques used, and integrated into offline marketing programmes
  • Develop both conceptual and analytical approaches in evaluating the relevance and risks of implementing digital marketing programmes vis a vis an organisation and its environment
  • Reflect on the key importance of digital marketing skills in terms of business development, entrepreneurship and personal career development


  • Individual report [2000 words] (40%)
  • Three-hour written examination (60%)