Marketing Information and Research

Professional Certificate in Marketing

By the end of this module you should be able to:

• Identify appropriate marketing information and marketing research requirements for business decision-making.
• Plan for and manage the acquisition, storage, retrieval and reporting of information on the organisation's market and customers. Understand, develop and maintain databases
• Explain the process involved in purchasing market research and the development of effective client supplier relationships.
• Write a research brief to meet the requirements of an organisation to support a specific plan or business decision.
• Develop a research proposal to fulfil a given research brief.
• Evaluate the appropriateness of different qualitative and quantitative research methodologies to meet different research situations.
• Design and plan a research programme.
• Design a questionnaire and discussion guide.
• Interpret quantitative and qualitative data and present coherent and appropriate recommendations that lead to effective marketing and business decisions.
• Critically evaluate the outcomes and quality of a research project.
• Explain the legal, regulatory, ethical and social responsibilities of organisations involved in gathering, holding and using information.

Course structure

• Marketing Essentials
• Assessing the Marketing Environment
• Stakeholder Marketing
• Marketing Information and Research

Study options

This level is offered at Oxford College of Marketing via part-time evenings Brighton, Gatwick, Oxford, Reading and London via intensive weekends in Reading, Sheffield, Liverpool, London, Milton Keynes and Gatwick and via online distance learning.