BUSI42415: Applied Marketing Science (FT)

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• To provide a comprehensive introduction to the specialised areas of market intelligence, marketing planning and strategic location management.
• To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the Core period of the MA in Marketing programme.
• To equip the student with the advanced conceptual and practical skills needed to successfully complete a dissertation in Marketing and to provide a firm foundation for a successful marketing career.

• I. Business Location Analysis:
• Marketing, location, and competitive advantage;
• Inductive and deductive location selection strategies;
• Trade area analysis and site evaluation techniques;
• Territory management and intelligent network planning;
• Spatial interaction modeling and spatial growth strategies.
• II. Marketing Research and Intelligence:
• The marketing research industry;
• The commercial marketing research process;
• Exploratory, descriptive, and predictive research;
• Industrial and consumer test markets;
• Analysing, reporting and managing marketing intelligence;
• III. Marketing, Information and Technology:
• Data, information and market intelligence;
• Secondary and standardised data - official statistics, commerical data, bespoke services;
• Understanding and managing spatially - referenced information;
• Geographical information systems (GIS) and spatial data analysis;
• Marketing intelligence systems (MkIS) and strategic knowledge management.
• IV. Spatial Marketing Planning:
• Segmentation, positioning, and the spatial planning process;
• Population geography, geodemographic change, and market opportunities;
• Market segmentation bases - geodemorgraphic, psychographic, lifestyle, etc;
• Standardized segmentation systems - ACORN, VALS2, PRIZM, PYSTE, etc;
• Modeling, simulation, and decision - support systems.

Subject-specific Knowledge:

• a critical appreciation of the nature of marketing information and market intelligence, together with the geographical dimensions of that information and intelligence.
• a critical appreciation of the spatially-referenced data underpinning successful marketing research, and of the technologies used in managing that spatially-referenced data.

Subject-specific Skills:

• acquired the specialised skills needed to plan, implement, report, and manage a comprehensive and complex programme of market research for a new business venture and/or market diversification project.

Key Skills:

• The learning outcomes will be achieved through a combination of lectures, guided reading, individual exercises and the group discussion of case studies, reinforced by IT-based practical classes in the use of statistical software packages (e.g. SPSS) and Geographical information systems (e.g. ArcGIS).
• The summative assessment of the module - by practical project, group presentation and data analysis exercise - is designed to: Test the acquisition and articulation of knowledge and research skills; Test skills in managing and analysing spatially-referenced data; Test conceptual understanding and skills of application, interpretation and reporting within the business context.

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