This is compulsory on BA Marketing Management.

This module runs exclusively in trimester 3 (May). It is not available in any other trimester. By selecting this module, you acknowledge that it can only be taken during the listed trimester.

This module is for Overseas fee payers only.

Detailed Description

This is compulsory on BA Marketing Management.

In this module, you will learn about the relationships between marketing management and the functions of marketing research and communications, in the context of consumer behaviour. You'll also be introduced to the nature, role and function of marketing research, including the critical analysis of the scope and limitations of the practice for organisations. You'll learn about evaluations of secondary and primary research designs and methodologies, data collection, analysis, and interpretation. In addition, you'll be introduced to the role, nature and function of the marketing communication mix within the strategic marketing management context. You'll learn about the marketing communications planning process, including objectives, content and context, and the selection and evaluation of elements of the marketing communications mix.