ULMS Electronic Module Catalogue
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Consumer Insight Research
Code ULMS894
Coordinator Dr HM Dao
Marketing (ULMS)
Hung.Dao@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2023-24 Level 7 FHEQ Second Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):
 

Modules for which this module is a pre-requisite:
 

Programme(s) (including Year of Study) to which this module is available on a required basis:
 

Programme(s) (including Year of Study) to which this module is available on an optional basis:
 

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 10

 10

       5

 25
Timetable (if known)              
Private Study 125
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
             
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Individual assignment. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    70       
Individual research poster. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  0    30       

Aims

This module aims to:

Provide students with knowledge and expertise in consumer insight;

Enable students to understand the process of generating insight through data collection, analysis, and interpretation of findings;

Prepare students for careers in digital marketing and analytics by developing their ability to make data-driven strategic decisions.

Learning Outcomes

(LO1) Students will have a critical awareness of the analytical process required to derive consumer insight.

(LO2) Students will be able to demonstrate knowledge of marketing concepts and their role in making informed data-driven decisions.

(LO3) Students will be able to demonstrate awareness and knowledge of data sources available to marketers and analysts.

(LO4) Students will have an extensive appreciation of the methodological underpinning of creating insight from consumer data.

(LO5) Students will be able to demonstrate critical understanding of how consumer insight is employed to enhance customer relations and business bottom lines.

(S1) Problem solving
Developed via interactive tasks and critical discussions in tutorials.

(S2) Organisation skills
Students will be meeting module deadlines and preparing for tasks.

(S3) Communication skills
Developed via group discussions in tutorials and producing a poster and a written piece of assessment.

(S4) Lifelong learning
Learning to perform in-depth research to find solutions is the core component of this module.

(S5) Adaptability
Students will be exposed to the dynamic nature of research in marketing; they will learn about the flexibility and adaptability needed to create insights from unstructured data.

(S6) Numeracy
Students will learn about various types of data and will be able to interpret numeric research data and findings.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
2 hour seminar x 5 weeks
1 hour asynchronous learning x 5 weeks
125 hours self-directed learning

Syllabus
 

Introduction to consumer insight and data-driven marketing;

How data is transformed to actionable insight;

Generating insight from social network data (e.g. social media, sharing economy, online reviews);

Generating insight from consumer touchpoints;

Generating insight from analytics;

Generating insight through experimental design.

Recommended Texts
Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.