Detailed Description

The relationships between marketing management and the functions of marketing research and communications.
Nature role and function of marketing research.
Critical analysis of the scope and limitations of marketing research.
Evaluations of secondary and primary research designs and methodologies.
Data collection, analysis, and interpretation.
Cost versus quality.
Assessment of role, nature and function of the marketing communication mix within the strategic marketing management context.
The marketing communications planning process-objectives, content and context.
Selection and evaluation of communication tools using marketing research.
International issues and developments.
The major influences on consumer behaviour within different environments and contexts.