Centre for Professional Development and Lifelong Learning

Postgraduate Modules

Marketing Research

Marketing Research

Overview

In the changing global market, maintaining a competitive edge is crucial for the survival of all businesses. Regardless of whether it is a starting business or a business in the process of expanding, market research provides business owners with access to accurate, timely and relevant information that is instrumental in making better strategic decisions, avoiding costly mistakes, and ultimately, successfully growing their businesses. This course is designed to equip delegates with the skills to be critical consumers and users of marketing research data, to undertake their own research studies (both qualitative and quantitative) and to conduct analysis of marketing research data.

​​Mode of Delivery: Face-to-Face, Online, HyFlex or Blended
 

What will I Learn?

Upon successful completion of this course, students will be able to:
  • Discuss the role of marketing research in supporting strategic marketing management decisions
  • Evaluate the merits and limitations of marketing research methodology specifically with respect to its design, sampling techniques, data collection methods
  • Apply best practices in the design of quantitative and qualitative research studies
  • Analyse marketing research data using bivariate and multivariate techniques
  • Discuss the results of statistical analyses in terms of overall managerial implications
  • Examine ethical issues that may arise in the conduct of marketing research

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training, including professionals in any business or functional area that require an understanding of marketing in order to make informed business decisions about products and services, pricing, promotion and placement.

Important Information

Semester II, 2020/2021 (Jan 2021) postgraduate modules will be delivered ‘face-to-face’, ‘online’, ‘blended’ or ‘hyflex’. See Mode of Delivery definitions below:
 
Face-to-Face
Face-to-face teaching is an instructional method where course content is taught in person, in a physical classroom environment.
 
Online: 
Online teaching is an instructional method where students and instructors connect via technology to review lectures, submit assignments and communicate with one another. No face-to-face learning occurs since lectures, assignments and readings are delivered online.
 
Blended:
Blended teaching (also known as hybrid or mixed-mode) is an instructional method where a portion of the traditional face-to-face instruction is replaced by web-based online instruction. Therefore, classes are delivered via electronic and online media as well as traditional face-to-face teaching.
 
HyFlex:
Hybrid-Flexible (also known as HyFlex teaching) integrates in-class instruction, online synchronous video sessions, or asynchronous content delivery. The instructor will deliver the class in a regular classroom, but students may attend in person, participate in the class through video conferencing, or watch a recording of the class session.

 

  • Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
  • Individuals applying for postgraduate modules, whose native language is not English, must take tests,  to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

At a Glance

  • Admissions Term: 2025/2026 Semester II
  • Date: January to May 2026
  • Time: Mondays, 5:10 PM - 8:00 PM
  • Duration: 12 weeks (36 hours)
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: MKTG 6030
  • Capacity: 10
  • Cost: BDS $2,050 (USD $1,025) {with assessment}; BDS $1,750 (USD $875) {without assessment}

The following topics will be addressed:

  • -The Marketing Research Process
  • – Uses of Marketing Research
  • – The role of Psychology and Motivation in Marketing Research
  • – Measuring Customer Loyalty and Customer Satisfaction
  • – Qualitative Research I (Focus Groups and IDIs)
  • – Qualitative Research I (The offline vs online experience)
  • – Qualitative Research II (Projective Techniques, Ethnography)
  • – Survey Design and Application
  • – The Influence of Social Networks on Marketing Research
  • – The Challenges and Future of Marketing Research
  • – Statistical Methods in Data Analysis
  • – Ethical Considerations in Market Research
  • – Reporting the Research Results
For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.
The teaching methods to be used in this course include interactive lectures, in-class and online discussion (via eLearning), participatory classroom demonstrations, and data analysis exercises using SPSS.

Joseann Knight