MK9526 - Market Research and Planning

What will I learn on this module?

The aim of this module is for you to develop a comprehensive understanding of the roles of ‘Marketing Planning’ and ‘Marketing Research’ in a successful organisation. Having already developed basic skills in research, this module will provide you with an understanding of how marketing planning and marketing research can assist managers, entrepreneurs and other stakeholders in their relentless pursuit of gaining competitive advantage.

First, the basics of marketing research are presented, enabling you to develop skills in applied qualitative and quantitative research. You will then learn the fundamentals of marketing planning, underpinned by the core components of the marketing mix and analysis frameworks and will then learn how to use marketing research in order to underpin marketing planning.

Upon completion of the module, you will be able to:

• Describe and explain the key theoretical terms and concepts of marketing research. You will furthermore receive first-hand experience of qualitative and quantitative marketing research in the interest of developing qualitative and quantitative marketing research skills.
• Describe and explain the key theoretical terms and concepts of marketing planning. In addition, you will have the appropriate skills to develop research-driven marketing plans.
• Make use of qualitative and quantitative research findings in the development of evidence-driven marketing strategy and marketing plans.

How will I learn on this module?

The two one-hour lectures each week will provide you with a sound theoretical underpinning of the module content and these will be supported by a series of nine seminars and three practical computer lab sessions. Marketing research seminars and computer lab sessions are designed to provide you with ample opportunity to practice qualitative and quantitative data collection, coding and analysis skills, with an emphasis on practical applicability and skills development. The quantitative research element of the module will enable you to learn how to use the SPSS software package. The marketing planning seminars will provide you with practical experience developing marketing plans for a company, brand or product of your choice. There will be a formatively assessed group work-based project conducted as part of the seminar series. You will be able to follow up on these lectures and IT workshops through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning.

The module has an extensive reading list, designed to provide you with a range of sources on marketing research and marketing planning, which will aid your development of understanding of key marketing planning and research theories as well as practical marketing research and marketing planning skills.

Your directed study will support the work you have undertaken in the contact sessions. You will get the opportunity to conduct secondary and primary data collection as well as marketing plan development outside of designated contact hours,
Independent learning time is furthermore set aside for you to work on marketing research and elements of marketing plans, which will contribute towards completion of the assessment (a research-driven marketing plan for your chosen company/product/brand).
The practically aligned problem-solving nature of seminar activities and computer lab exercises means that tutors will provide you with formative feedback continuously throughout the module.

How will I be supported academically on this module?

Support will be provided to you by team of academic staff members assigned to the module, who will be providing you with the lecture input. A team of academic staff members are allocated seminar and computer lab workshop groups of approximately 20 students each, which provides a closer, more personal academic support. Groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Your module is supported by an e-learning portal, which houses lecture materials, seminar exercises, computer lab exercises and data files, alongside assessment details and various support facilities such as recordings of certain educational content, alongside other electronic support facilities such as ones indicated above.

You will be provided with a wide-ranging electronic reading list that comprises textbooks, academic journals and databases that are designed to assist your learning as well as facilitate data collection for the purpose of completion of assignments.

The summative module assessment consists of a marketing plan and research report, which also incorporates a primary data collection task, and you will be expected to work on this continuously during the course of the semester. This will encourage your active participation in the learning process throughout the semester.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Goal 1: Knowledge & Understanding:
• Understand and apply the key theoretical concepts of marketing research. [MLO1]
• Understand and apply the key theoretical concepts of marketing planning to inform appropriate business solutions. [MLO2]

Goal 2: Intellectual / Professional skills & abilities:
• Demonstrate self-reflection in the context of marketing research as part of your personal development. [MLO3]
• Ability to conduct secondary marketing research as well as qualitative and quantitative marketing research, supporting the development of research-driven marketing plans for businesses. [MLO4]

Goal 3: Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop an ethically sound approach to marketing research (including issues such as ethically sound treatment of respondents and data storage). [MLO5]

How will I be assessed?

You will develop an individual written Marketing Plan and Research Report for your chosen company/brand/product based on secondary and primary data collection (both qualitative and quantitative).

The development of the plan should use marketing tools and techniques, which are introduced during lectures, seminars and laboratory exercises. The report will also draw heavily upon primary data collected as part of the summative assessment.

You will develop a 2500 word individual marketing plan and research report, but pay particular attention to one element of the marketing mix. The report will include a reflective statement.

The marketing plan and research report also incorporate a primary data collection task, which involves securing five respondents, administering module questionnaires to them and coding these questionnaires into an SPSS document.

The marketing plan and research report will assess MLO1-MLO5 inclusive.

There will be a formative group work project undertaken and formative assessment will be conducted throughout the series of seminars and computer labs.





Module abstract

Marketing research and marketing planning are core activities for just about every successful organisation today. It’s therefore vital for you as
a marketing student to develop skills in these areas. Once you’ve completed this module, you’ll have learned how to conduct quantitative data
analysis using SPSS software, as well as qualitative research and data analysis skills. However, the essence of the module is about teaching
you how to make use of research findings in producing research- and evidence-driven marketing plans. These skills are directly applicable in
the workplace and highly desirable for employers as a result. The module also provides research-rich learning where you actively participate
in and benefit from research-tutored and enquiry-based experiences.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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