Introductory description

This module aims to provide doctoral students with a broad yet thorough introduction to core topics in marketing research, as well as cutting edge research studies published in world-leading journals.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. Core Psychological Principles of Marketing Phenomena
2. Core Behavioral Principles of Marketing Phenomena
3. Core Economic Principles of Marketing Phenomena
4. Customer equity and value
5. Innovation and Diffusion
6. Brands
7. Services and Customer Experience
8. Supply Chains, Retail, and Distribution
9. Advertising, Digital Media, and Integration
10. Strategic Marketing
11. Selling and Sales Management
12. Analytic and Quantitative Approaches
13. Social Networks
14. Critical marketing and consumerism
15. Ethics, sustainability and social issues
16. Political and ‘macro marketing’

Learning outcomes

By the end of the module, students should be able to:

• Understand the nature of world-leading marketing research topics
• Develop an excellent research topic in marketing
• Understand the core principles of excellent research methods to investigate marketing research topics.

Indicative reading list

Reading lists can be found in Talis

Subject specific skills

• Understand the nature of world-leading marketing research topics
• Develop an excellent research topic in marketing
• Understand the core principles of excellent research methods to investigate marketing research topics.
• An in-depth understanding of core theories underlying marketing phenomena.
• An in-depth knowledge of the different key topics in modern world-leading marketing research

Transferable skills

• Appropriately apply and correctly interpret and evaluate world-leading marketing research studies.
• Problem solving abilities
• Communication skills.
• Analytical skills.
• Confidence as user of world-leading marketing research.