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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

  • Quantitative Marketing Research (BUSI40915)


  • To provide students with comprehensive knowledge of qualitative and quantitative methods in marketing research, thus providing a foundation to understand markets and consumers.
  • To demonstrate how various models and statistical techniques can be used to transform structured and unstructured data about the marketing environment into informed management decisions and decision implementations.
  • To explore the conceptual knowledge underpinning qualitative and quantitative marketing decision models.
  • To develop the practical skills needed to generate qualitative and quantitative models to enhance marketing decision making.


  • The module consists of two essential elements: (a) foundation knowledge in marketing research, and (b) application in the practical world. Specific topics are:
  • introduction to research methods and process in marketing;
  • identification of research problems and defining research questions;
  • developing a critical standpoint in marketing research (including quantitative, qualitative and mixed approaches);
  • using secondary and synidcated data;
  • primary qualitative data collection and analysis (focus group, interviewing, social media generated data);
  • primary quantitative data collection and analysis (survey, experimentation);
  • investigating the concept of quality in relation to marketing research, including ethics, validity, reliability, reflexivity and generalisability or applicability;
  • the marketing research process from design to application, analysis and evaluation.

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 qualitative, quantitative and/or mixed Market Research can enhance strategic marketing management decisions;
  • have specialist knowledge and understanding of core marketing research concepts and frameworks.
Subject-specific Skills:
  • By the end of this module, students will:
  • be able to articulate and employ core marketing research treminology;
  • have acquired practical "hands on" experience in the generation and analytical application of quantitative marketing decision models in complex situations;
  • be able to identify a marketing problem, and design, use, analyse and evaluate an appropriate research protocol;
  • be able to use various quantitative and qualitative analytical techniques of marketing research;
  • be able to engage with marketing literature reflectively and strategically.
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
Study Units (a combination of specially written material, 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
Individual 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