Marketing Research and Analytics

Module Description

This module covers the processes of research and analytics – key tools that can help you better understand your customers and competitors, measure the impact of marketing activities and ultimately help build better levels of value co-creation with customers.  

This module also provides you with approaches to marketing involving the use of new technologies and platforms, with the Internet in particular as means to better understand and respond to customers, measure marketing performance, and aid in decision-making relating to marketing.  

Entry Requirements

Candidates who apply for this course must possess one of the following: 

• a Level 6 degree; 

 OR  

• 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. 

Career Paths

The programme aims to prepare you for senior posts such as that of general manager, head of department or director of any organisation, both in the private and public sector.  

How you’ll be assessed

The programme comprises a total of 10 modules. The method of assessment is assignment-based.  

The course comprises:  

• 6 lectures per module; 
• 3-hour lectures; 
• 12 hours of online content per module, comprising asynchronous online discussions, tutorials and/or videos.