Module: Market Intelligence

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Market Intelligence
Module Code	MG115 (ITS) / MAD1003 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Yuhui Gao
Module Teachers	Michele O'Sullivan
NFQ level	6	Credit Rating	10
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

Coursework Only
Array

Description

The objective of this module is to provide students with in-depth knowledge and practical skills of designing and implementing marketing research projects. Throughout the course, students will learn how market intelligence, through the use of marketing research, can assist management in identifying and solving marketing problems. The role of collecting, analysing and interpreting data about markets and customers in the managerial decision-making process will be examined. Students will be introduced to each stage of the marketing research process from initial problem definition, and through to the presentation of the final results. Both qualitative and quantitative research techniques will be covered in this module. Lectures are interactive which involve seminars, various online activities, community visits; students showcases, presentations, guest speakers and workshops.

Learning Outcomes

1. Explain the role of market intelligence in supporting and developing managerial decisions.
2. Search and critically evaluate market data including social media and other forms of digital data.
3. Evaluate different methodologies and techniques employed to collect both qualitative and quantitative data.
4. Develop skills in interpreting and analysing both qualitative and quantitative data.
5. Develop skills in writing reports such as citing and referencing.
6. Apply data management principles and develop awareness of research ethics.
7. Develop presentation and communication skills.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	42	Lecture attendance and engagement
Directed learning	80	Reading and research related to the project
Class Presentation	10	Group presentations
Online activity	10	Various online activities
Group work	30	Preparation of group projects
Independent Study	78	General reading, research and essay preparation
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to market intelligence and the role of marketing research
The role of market intelligence in managerial decisions, key features of market research, market research industry.

The research process, secondary data and ethics in marketing research
The process of designing the research, the nature and types of data, accessing and evaluating secondary including digital data, data management and research ethics

Qualitative research procedures
Indirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnography

Qualitative data analysis
Frameworks and classification techniques, presenting findings

Research design in quantitative studies
Measurement and scaling, questionnaire design, sampling design and procedures, data preparation

Analysing quantitative data
Descriptive statistics, hypothesis testing, univariate and multi-variate data analysis using statistical package SPSS

Communicating the results
Making effective presentations; the importance and content of research reports

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Exhibition Evaluation	Group showcase of product/service ideas	10%	As required
Assignment	Individual case analysis	20%	Sem 1 End
Completion of online activity	Loop discussion forums and simulation	20%	Once per semester
Group presentation	Group report presentation	20%	Sem 2 End
Essay	Individual essay	30%	Sem 2 End

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Alan Wilson: 2018, Marketing Research: Delivering Customer Insight, 4th, Red Globe Press, 9781352001112
Yvonne McGivern: 2013, The Practice of Market Research, 4th, Pearson, 0273773119
Paul Hague: 2022, Market Research in Practice: An Introduction to Gaining Greater Market Insight, 4th, Kogan Page Publishers, London, 9781398602823
Julie Pallant: 2020, SPSS Survival Manual, McGraw-Hill Education, London, 9780335242399

Other Resources

58669, Details are available on Loop, 0, as directed in class,