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Durham University

Postgraduate Module Handbook 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23
No such Code for pgprog: N1KS17
No such Code for pgprog: N1KR17
No such Code for pgprog: N1N317
No such Code for pgprog: N1N417

Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Not available in 2021/22
Tied to N1KS17
Tied to N1KR17
Tied to N1N317
Tied to N1N417


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • As a profession, marketing is evolving. It is no longer based primarily on conceptual content, relying on mental models, deep insights and years of experience to formulate marketing decisions, the New Marketing instead resembles design engineering - it consists of putting together data, models, analysis, and computer simulations in order to learn about the marketplace and to design effective strategic marketing plans.
  • To provide a comprehensive introduction to Quantitative Marketing Research (or "Marketing Engineering"); the application of mathematical decision models in the formulation of marketing management decisions. Specifically, the module demonstrates how mathematical models and statistical techniques can be used to transform objective and subjective data about the marketing environment into informed management decisions and decision implementations.
  • Based around both Microsoft Excel and the SPSS statistical package, the module explores both the conceptual knowledge underpinning quantitative marketing decision models and the practical skills needed to generate those models and computer simulations. Participants MUST therefore be confident in both their own statistical abilities and IT skills and have a good working knowledge of Microsoft Excel.


  • The Marketing Research Process
  • Geo-demographic Market Segmentation
  • Primary Data Collection and Analysis
  • Location Analysis & Demand Modelling
  • The Internet as a Data Collection Tool

Learning Outcomes

Subject-specific Knowledge:
  • By the end of this module, students will:
  • have an in-depth understanding and a critical appreciation of how and why Quantitative Market Research can enhance strategic marketing management decisions;
  • possess a specialist knowledge of the most common and successful quantitative marketing decision models;
Subject-specific Skills:
  • Upon successful completion of the module, the students will:
  • have acquired practical "hands on" experience in the generation and analytical application of quantitative marketing decision models in complex situations.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype).
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, directed reading, self-assessed assignments and guidance for further reading 150
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written Assignment 4,000 words (maximum) 100% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University