Marketing Research and Analytics

MQF Level 7

6 Credits (ECTS)

Marketing Research and Analytics

October 2024
Module Type
ECTS Credits
6 Credits (ECTS)
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€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; 


  • 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. 

Module / Unit Instructions

The proposed structure comprises a blended approach promoting the building of a community of practice via peer-to-peer learning. The structure uses primarily two dimensions of teaching-learning modes:

1. Face-to-face sessions: 18 hours

2. Online Learning Activities: 12 hours

Face to Face sessions

Face-to-face sessions include lectures, tutorials, discussions, presentations and workshop activities promoting peer-to-peer learning.

Online Learning Activities

Online learning activities incorporate tutorials and asynchronous discussions. These may consist of active interaction, participation and contributions in fora discussions, sharing resources and self-reflection exercises.

Learners also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.

The tutor provides continual support during both teaching -learning modes by providing information, readings and tasks relevant to the module in question.

The tutor provides continuous formative feedback as an on-going guidance during the student’s learning experience in preparation for their summative assessment.

How you’ll be assessed

Assessment of each module consists of two assignments, each carrying a weighting as below:

a) One Formative assignment carries 20% of total module mark achieved. b) One Summative assignment carries 80% of total module mark achieved.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in both the formative and the summative assignment.

The overall grade achieved for each module is calculated as the sum of: · 20% of the mark achieved for formative assignment; and · 80% of the mark achieved for the summative assignment.

All assignment tasks of both formative and summative assessment aim to provide the learner an opportunity to produce evidence of his/her competences aligned to the learning outcomes of each individual Module.


a) Formative assessment tasks are provided in the form of structured online discussions that support learners in their development throughout all of the modules studied.

Such discussions are facilitated and monitored by lecturer who provides students with constructive feedback to help them improve and prepare for summative assignment and dissertation.

For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in the formative assignment.

Formative assessment tasks will contribute to the student’s final mark to acknowledge their work and give chance to improve.

This method allows students to also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.

b) Summative assessment is done via one assignment at the end of each module. The mode of assessment varies and may include in-class assignments, and home-based written assignments.

The recommended assessment tool for this module is an essay title or case studies based on relevant real-life scenarios.

Word count range: 3000 ± 10% For successful completion of a study module the student is required to achieve a minimum of 41% pass mark in summative assignment.


Module Intake Dates

October 2024

Additional Info

Reading for the entire Master of Science (M.Sc.) in Management as presented in this brochure costs €9,775.*  

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.  

*** For the price of individual modules, please contact the IDEA Academy team.  

Learning Outcomes


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.


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.


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.
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