Degree Level Course
Market Intelligence
This course is designed to develop the analytical capabilities required by modern marketers to navigate data-rich environments, and extract meaningful insights that influence business decisions. This course uses real world scenarios, reflective practice, and practical activities, to evaluate problems, develop recommendations and professional skills.
Code
BSMS4202
Credits
4 Credits
Type
Core Course
Prerequisites
None
12-Week Roadmap
Course Structure & Syllabus
For details of standard term assessment timelines and exam structures, visit our Academics page.
WEEK 1
Introduction to Market Intelligence, understand how marketing insights enhance decision-making by converting data into insights, introduce market intelligence tools
WEEK 2
Intro to research process and marketing insight, marketing research framework and process, problem identification and formulation for deriving marketing insights, framing research questions, and hypotheses for deriving actionable marketing insights
WEEK 3
Research design, introduction and types of research design & data collection methods, identify pillars of qualitative and quantitative research methods
WEEK 4
Qualitative methods, focus groups and depth interviews, ethnographies, projective techniques
Reading List
Prescribed Books & References
- Naresh K Malhotra & Satyabhushan Dash (2019). Marketing Research: An Applied Orientation, 7th Ed., Pearson.
- Joe Hair Jr., Michael Page, Niek Brunsveld (2019). Essentials of Business Research Methods, Routledge