UNIVERSITY OF KENT
MODULE SPECIFICATION
1.
Title of the module
KBC306: Marketing Intelligence
2.
School which will be responsible for management of the module
Kent Business School
3.
Start date of the module
September 2011
4.
The cohort of students (onwards) to which the module will be applicable
2011-2012
5.
The number of students expected to take the module
25
6.
Modules to be withdrawn on the introduction of this proposed module and
consultation with other relevant Schools and Faculties regarding the withdrawal
This module will be identical to, and will replace the current Edexcel NQF HND
Business module.
7.
Level of the module (e.g. Certificate [C], Intermediate [I], Honours [H] or
Postgraduate [M])
(C)
8.
The number of credits which the module represents
15 Credits
9.
Which term(s) the module is to be taught in (or other teaching pattern)
Year 1
10. Prerequisite and co-requisite module
N/A
11. The programme(s) of study to which the module contributes
HND Business (Marketing), HND Business (Law), HND Business (Finance),
HND Business (Human Resource Management), HND Business (Retail
Management).
12. The intended subject specific learning outcomes and, as appropriate, their
relationship to programme learning outcomes
A learner must:
1. Explore and evaluate buyer behaviour and the purchase decision-making
process (b5, b8, d1)
2. Identify the nature and purpose of marketing information and marketing
research requirements (a1, c6, d4)
3. Assess current and potential market size and demand (a4, b3, d3)
4. Discuss the importance of customer satisfaction and feedback (a8, c2, c8, d4)
13. The intended generic learning outcomes and, as appropriate, their relationship to
programme learning outcomes
Following this module a learner will develop:
a) Ability to identify and knowledge of, underlying concepts and principals (a1,
a4)
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UNIVERSITY OF KENT
b)
c)
Ability to present, evaluate and interpret qualitative and quantitative data (c3,
c5, d1, d4)
Critical thinking skills (a3, b3, c4, d1, d3)
14. A synopsis of the curriculum
1 Buyer behaviour and the purchase decision-making process
Customers and markets: purchase decision-making process, buying situations
and types of buying decision, dimensions of buyer behaviour
Buyer behaviour: influences on buyer behaviour, stimulus response models,
models of purchase behaviour, diffusion and innovation, model unitary and
decision-making units
Buying motives: psychological factors, socio-psychological factors, sociological
factors, economic factors and cultural factors influencing customer behaviour,
lifestyle and lifecycle factors, customer and prospect profiling
Branding: relationship between brand loyalty, company image and repeat
purchase
2 Marketing information and marketing research techniques
Market research: role and importance of marketing research, research process,
objectives, issues relating to the use of primary and secondary data sources and
methods, existing sources of primary and secondary market research, internal
sources, external sources, competitor data and sources and customer data,
ethics
Market research companies: benefits and limitations of use, cost, reliability and
types
Research techniques: stages of the market research process, research
proposals, use of qualitative and quantitative methods, use of surveys, sources
of information, value and interpretation of data
Types: face-to-face, telephone/postal, electronic, focus groups, depth interviews,
omnibus surveys, psychological research, mystery shoppers, sales, price and
distribution research
Reliability of research: validity, sampling process, sample size, sample and
interviewer bias, methods of recruitment
Researching developing and established markets: issues associated with
researching developing as well as the established consumer, industrial and
service markets
Use of research data: research data supporting marketing planning, producing
actionable recommendations, evaluating research findings for business decision
making
3 Market size and demand
Measuring: defining the market, estimating total market size, value and volume,
growth and trends, forecasting future demand
Competitive analysis: competitor analysis - market/product profiles of
competition, brand and market share, characteristics of the competition - market
innovator/follower, objectives of the competition, strategies of the competition,
strengths and weakness of competition, future behaviour of the competition and
their strategic intent
4 Customer satisfaction and feedback
Measuring customer satisfaction: post-sale surveys, guarantees, complaint
handling and suggestion systems, ‘mystery’ shopping, product placement,
service agreements, customer follow-up
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UNIVERSITY OF KENT
Customer care: customer care programmes, objectives, use and value in data
collection, customer care as a means of adding value and influencing
purchase/repeat purchase behaviour, customer retention
15. Indicative Reading List
Indicative Textbooks
Burns A C and Bush R F, Marketing Research: Online Research Applications, 3rd
edition, Prentice Hall, 2000, ISBN: 0130351350
Chisnall P, Marketing Research, 6th edition, McGraw Hill, 2001, ISBN:
0077097513
Crouch S and Housden M, Marketing Research for Managers, 3rd edition,
Butterworth Heinemann, 2002, ISBN: 0750604883
Wilson A, Marketing Research: An Integrated Approach, FT/Prentice Hall, 2002
Journals and newspapers
Campaign
The Financial Times and other daily newspapers which contain a business
section and market reports
International Journal of Market Research
Marketing
Marketing Business
Marketing Review
Marketing Week
Websites
www.acnielsen.co.uk website of A E Nielsen, marketing information company
www.cim.co.uk The Chartered Institute of Marketing
www.eiu.com The Economist Intelligence Unit
www.euromonitor.com, provides market analysis
16. Learning and Teaching Methods, including the nature and number of contact
hours and the total study hours which will be expected of students, and how
these relate to achievement of the intended learning outcomes
Each HND Business module accrues 15 credits and equates to a total learning
time of 150 hours. Students will be expected to undertake approximately 105
hours of independent study, including required reading, study, research and
completing assignments.
There will be a total of 45 hours class contact time. This will involve a
combination of lectures, exercises and learning activities. Students are expected
to be active participants in discussions, activities and presentations. The
application of theory to practice is an essential element in the development of the
students and will be fostered and enhanced by the practical application of theory
to work place related events.
17. Assessment methods and how these relate to testing achievement of the
intended learning outcomes
Method of
assessment
Individual
Report
Learning Outcome
Subject Specific Learning
Outcomes
1. Explore and evaluate buyer
behaviour and the purchase
decision-making process
3
Weigh
ting
40%
Words
length
1500
Words
Outline details
Students will
complete an
individual report
equivalent to 1500
words that will
UNIVERSITY OF KENT
2. Identify the nature and
purpose of marketing
information and marketing
research requirements
require them to
understand the
range of topics
covered within this
module.
Generic Learning Outcomes
a) Ability to identify and
knowledge of, underlying
concepts and principals
b) Ability to present, evaluate
and interpret qualitative and
quantitative data
c) Critical thinking skills
Individual
Report
Subject Specific Learning
Outcomes
3. Assess current and potential
market size and demand
4. Discuss the importance of
customer satisfaction and
feedback
Generic Learning Outcomes
a) Ability to identify and
knowledge of, underlying
concepts and principals
c) Critical thinking skills
60%
2500
Words
Students will
complete an
individual report
equivalent to 2500
words that will
require them to
understand the
range of topics
covered within this
module.
18. Implications for learning resources, including staff, library, IT and space
This is an existing programme module, implications are identical with current
programme maintenance requirements.
19. The Collaborative Partner recognises and has embedded the expectations of
current disability equality legislation, and supports students with a declared
disability or special educational need in its teaching. Within this module we will
make reasonable adjustments wherever necessary, including additional or
substitute materials, teaching modes or assessment methods for students who
have declared and discussed their learning support needs. Arrangements for
students with declared disabilities will be made on an individual basis, in
consultation with the Collaborative Partner’s disability/dyslexia support service,
and specialist support will be provided where needed.
20. Partner College: Canterbury College
21. University School (for cognate programmes) or Faculty (for non-cognate
programmes) responsible for the programme:
University of Kent Business School
SECTION 3: MODULE IS PART OF A PROGRAMME IN A PARTNER COLLEGE
OR VALIDATED INSTITUTION
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UNIVERSITY OF KENT
(Where the module is proposed by a Partner College)
Statement by the Nominated Officer of the College/Validated Institution "I
confirm that the College has approved the introduction of the module and will be
responsible for its resourcing"
.................................................................
Nominated Responsible Officer of Partner
College
………………………………………………….
Print Name
…………………………………………………..
Post
………………………………………….
Partner College/Validated Institution
Module Specification Template
Last updated July 2010
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Date