Marketing Research and Analytics
6 Credits (ECTS)
Marketing Research and Analytics
Get 70% back via Tax Credit
€613 refund on this module
Module Description
This module offers a comprehensive exploration of research and analytics processes, providing students with essential tools to enhance their understanding of customers and competitors, measure the impact of marketing activities, and facilitate value co-creation with customers.
Through practical applications and case studies, students will learn how research and analytics can inform marketing strategies, enabling them to make data-driven decisions that drive business growth and customer engagement.
Furthermore, the module delves into approaches to marketing that leverage new technologies and platforms, with a particular focus on the Internet. Students will explore how digital technologies can be used to gather customer insights, measure marketing performance, and make informed decisions.
By examining emerging trends and best practices in digital marketing, students will gain practical skills to navigate the evolving landscape of online marketing and leverage digital tools effectively to achieve marketing objectives.
Overall, this module equips students with the knowledge and skills to harness the power of research, analytics, and digital technologies to drive marketing success in today’s dynamic and competitive marketplace.
Entry Requirements
Candidates who apply for this course must possess one of the following:
- a Level 6 degree;
OR
- a Level 5 diploma or higher diploma and 5 years’ work experience in a supervisory or managerial role.
Preference is given to applicants having a Level 6 degree in a discipline related to the study programme and a minimum of 3 years’ work experience in management.
Target Audience
This course is targeted at management professionals with supervisory and/or middle management experience such as:
- Operations Manager/ Coordinator
- Financial Manager
- Supply Chain Manager
- Shop Floor Manager/ Supervisor
- Marketing and Sales Manager
- Services Manager/ Supervisor.
- Retail Managers/ Supervisors
- Transport Managers
- Maintenance Managers
- Marketing Managers
The target group focuses primarily on people already employed within supervisory and managerial roles who wish to have a more thorough background in the subject in order to progress further in their careers.
Career Paths
The programme aims to prepare you for senior posts such as that of General Manager, Head of Department or Director of any organisation, both in the private and public sector.
How you’ll be assessed
The course comprises:
- Evening classes for part-time courses.
- Classes held throughout the day for full-time courses.
- Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
- Self-study hours comprising research, reading and assignment work.
Assessment
Assessment is carried out via two mandatory components:
- Modular Assessment
- Dissertation Assessment
The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.
Additional Info
Upon successful completion of this course, students will be eligible for a 70% refund of the cost through the ‘Get Qualified’ scheme.**
Due to the modular structure of the course, you may also opt to take individual modules as stand-alone. The entry requirements still apply.***
*Prices are applicable to students who reside in Malta at the time of applying.
**Terms and conditions apply.
Learning Outcomes
Competences:
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Critically analyze the value of information and how Marketing Information Systems aid marketing decision-making.
- Critically evaluate the processes that involve the acquisition, selection, validation, sharing and application of customer insight.
- Critically analyse current approaches used to gather data elements that compose customer insight.
- Critically analyze the metrics and data sources used for evaluating marketing performance.
- Appraise and integrate specific pieces of information from a diversity of sources into one integrated customer insight.
- Apply customer insight in the development of marketing strategy.
Knowledge:
At the end of the module/unit the learner will have been exposed to the following:
- Critically analyse the value of information, research, and analytics in marketing.
- Critically analyse the processes involved in and techniques that can facilitate the collection, analysis and interpretation of marketing data and information.
- Critically analyse trends in data analysis such as dealing with (and benefiting from) “big data” as they apply to a range of different organisations.
Indicative content:
- Introduction to Marketing Research
- Market Research Essentials
- Market Research Systems
- Introduction to Big Data
- Capabilities of Customer Relations Management as a Customer-Centric System
- Marketing Analytics.
Skills:
At the end of the module/unit the learner will have acquired the following skills:
- Apply marketing analytic concepts and tools to evaluate marketing campaigns and contribute to the retention of customers.
- Critically explore the value of information to marketing professionals and use marketing analytics and Big Data to support marketing decision-making.
- Critically analyze and use different types of research, methods of data collection, and statistical techniques.
- Structure and maintain customer relations management (CRM) systems.
Judgment Skills and Critical Abilities:
The learner will be able to:
- Collect, analyze and interpret data/information from external sources to identify customer insight that in turn, supports marketing decisions applying principles of Marketing Research and Analytics.
Module-Specific Communication Skills:
The learner will be able to:
- Express personal ideas and analytical ability in presenting customer insight that would have been generated through the access, analyses and integration of information from different sources such as marketing research and CRM.
Module-Specific Learner Skills:
The learner will be able to:
- Undertake independent and self-directed study through primary and secondary research.
Module-Specific Digital Skills and Competences:
The learner will be able to:
- Engage in search, access, selection and integration of information from different online sources to identify customer insight (e.g.: Eurostat, Tableau, Pew Network)
- Navigate through the online learning platform to find assignments, discussion boards, literature, tutorials etc.