School of Management, Unit Catalogue 2007/08 |
MN20015 Market analysis |
| Credits: 6 |
| Level: Intermediate |
| Semester: 2 |
| Assessment: CW 30%, EX 70% |
| Requisites: |
| Before taking this unit you must take MN10007 or take MN20081 and in taking this unit you cannot take MN30063 |
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Aims: To show how data collection and analyses help marketers to understand the nature and scope of their target markets.
Learning Outcomes: On completion of the course, students should be able to plan and conduct their own market research programmes. This includes making informed decisions on: 1. the relevance and reliability of primary and secondary data; 2. sample design; 3. questionnaire design; 4. relevant methods of analysis of collected data. Skills: Intellectual Skills * the ability to acquire and analyse data, information and situations; to evaluate relevance and validity, and to synthesise it in the context of topical business problems (F/A); * a conceptual understanding of theoretical concepts and frameworks that enables the student to meaningfully link theory and practice and the ability to critically appraise and apply both theory and practice (F/A). Professional Practical Skills * operate independently and effectively (F/A); * to hone consultancy skills (F/A)/ Transferable/Key Skills * an openness and capacity to continue learning with the ability to reflect on earlier knowledge and practice and integrate the new with past knowledge and effectively apply it to the present situation (F/A). Personal/Interpersonal * the facility to communicate including presenting and marketing themselves and their ideas; preparation and production of effective business plans and reports (F/A). Content: This course is concerned with all aspects of obtaining sound data for the purposes of market analysis including the collection of both primary and secondary market-related data. The main emphasis in techniques that allow the analysis of quantitative data to measure and analyse markets. These techniques include confidence intervals and hypothesis testing and an introduction to multivariate methods. The course will make extensive use of Microsoft Excel and SPSS to analyse large data sets. |