Research in Marketing

​​Successful businesses require marketing intelligence that helps them both to understand the effectiveness of the current marketing mix and to explore and identify new opportunities in the marketplace, for example through segmentation and new product development. Marketing research fulfils both of these roles and is a critical input to the marketing system. For example, it was critical in the decision of Apple to develop the iPhone in the face of the maturing market for iPods. Without doubt, at some point in your career, you will need to deal with marketing research.  

The objective of this module is to enable you to conduct effective marketing research and to interpret and use the marketing research of others as decision tools. Towards this end, the module will examine the development of actionable marketing research through the definition of marketing research problems, information gathering, data analysis, report writing, and presentation.​ 

​​The aims of the module are to: 

• Introduce the concepts and techniques used in marketing research.
• Provide an appreciation of how marketing research contributes to business decision making.
• Allow a critique of marketing research done by others.
• Provide an opportunity to analyse data and identify practical managerial implications. ​ 

By the end of the module, you will be able to:  

• Understand and make a case for the role of marketing research as a critical business input.
• Evaluate the advantages and limitations of various marketing research approaches and techniques.
• Interpret marketing research findings and draw appropriate managerial implications and recommendations.
• Present marketing research findings effectively to a wide range of audiences. 

​​The standard entry requirements comprise: 

• A 2:2 honours degree or international equivalent,
• A CV and personal statement outlining your reasons for study,
• English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

​​You will be assessed via coursework and examinations, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10% 
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

​​This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.​