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Session: 2022/23
Last modified: 29/03/2022 13:37:22
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Title of Module: Insights and Trends |
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Code: LNDN10005 |
SCQF Level: 10
(Scottish Credit and Qualifications Framework) |
Credit Points: 20 |
ECTS: 10
(European Credit Transfer Scheme) |
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| School: | School of Business & Creative Industries |
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| Module Co-ordinator: | Sultanul
Chowdhury |
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| Summary of Module |
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The module builds on learning undertaken in levels seven, eight and nine and seeks to enable the student to build towards an advanced level of critical insights and contemplation necessary in today’s unpredictable and complex marketing environment. Understanding fast paced market trends and consumers should be the central focus of any marketing oriented business. It is essential to successful marketing strategy that this understanding is in context of current and future market and competitive dynamics. This module therefore, aims to build on the understanding of consumer behaviour and core marketing research techniques covered in the level eight and nine. Researchers and marketing executives are now expected to contribute more fully to decision making and analysis and to being the voice of the consumer/market trends within their respective organisations.
The module synthesises cutting edge discussion of modern marketing concepts with the honing of research, problem solving and analytical skills. Upon successful completion of the module students will be able understand and apply strategies that outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits.
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| Module Delivery Method |
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| Face-To-Face | Blended | Fully Online | HybridC | HybridO | Work-based Learning |
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Face-To-Face
Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.
Blended
A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations
Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.
HybridC
Online with mandatory face-to-face learning on Campus
HybridO
Online with optional face-to-face learning on Campus
Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.
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| Term(s) for Module Delivery |
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(Provided viable student numbers permit).
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| Term 1 | | Term 2 | | Term 3 | |
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| Learning Outcomes: (maximum of 5 statements) |
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On successful completion of this module the student will be able to:
L1.
Demonstrate a coherent and detailed understanding of a range of technique's available to provide analysis of the market and the competitive context of consumer decision making
L2.
Collect, integrate and analyse market data and employ insight tools to support evidenced- based decisions to drive changes within marketing department to improve marketing decision processes.
L3.
Design and implement insight techniques presented within the module to given and chosen scenarios improve to improve their understanding of market trends and insight and in turn improve marketing strategy.
L4.
Justify and present in a professional manner his/her decision in the context of assessing relevant best marketing practice. |
| Employability Skills and Personal Development Planning (PDP) Skills |
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| SCQF Headings |
During completion of this module, there will be an opportunity to achieve
core skills in:
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| Knowledge and Understanding (K and U) |
SCQF Level 10.
Demonstrate a broad knowledge of the main aspects of insights and trends within a marketing environment
Demonstrate an in-depth knowledge and understanding of
creativity and problem solving
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| Practice: Applied Knowledge and Understanding |
SCQF Level 10.
Apply skills and knowledge to support changing insights within the organisation's marketing process
Applying relevant knowledge and understanding to a range of
complex situations
Applying a range of skills, knowledge and understanding of
creativity and problem solving to key issues within insights and trends
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| Generic Cognitive skills |
SCQF Level 10.
Critical thinking and evaluation of key concepts
Analysing complex business situations, with often limited information
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| Communication, ICT and Numeracy Skills |
SCQF Level 10.
Convey complex concepts and theory in a coherent and clear manner
Use ICT to investigate and process data and information
Collect, analyse and communicate a range of numerical and graphical information
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| Autonomy, Accountability and Working with others |
SCQF Level 10.
Ability to work in a team to address complex issues
Using initiative to cooperate and share learning with fellow
students
Working and leading teams, taking responsibility for own and
others work
Reflecting on personal development and identification of own needs
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| Pre-requisites: |
Before undertaking this module the student should have
undertaken the following:
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Module Code:
| Module Title:
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| Other: | |
| Co-requisites | Module Code:
| Module Title:
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* Indicates that module descriptor is not published.
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| Learning and Teaching |
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| In line with UWS’ Curriculum Framework, providing a flexible and hybrid, student-centred and inclusive approach to learning and teaching, the module has been designed around the delivery of engaging, activity- and discussion-based workshops, nurtured by meaningful online content, including short videos, reading materials, quizzes, etc. This approach creates more flexibility for students, while also enhancing deeper learning through engagement with peers and teaching staff, both online and in the classroom. This is further supported by the assessment approach adopted, enabling students to develop both academic and employability-focused knowledge and skills within international business — all aligned to the overarching purpose and aims of the programme. |
Learning Activities
During completion of this module, the learning activities undertaken to
achieve the module learning outcomes are stated below:
| Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities) |
| Lecture/Core Content Delivery | 36 |
| Independent Study | 164 |
| 200
Hours Total
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**Indicative Resources: (eg. Core text, journals, internet
access)
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The following materials form essential underpinning for the module content
and ultimately for the learning outcomes:
Christine Bailey ( 2020), Customer Insight Strategies: How to Understand Your Audience and
Create Remarkable Marketing, Kogan Page.
Details of further resources, including textbooks, journals and online resources will be identified at the beginning of each delivery in the module handbook and made available via VLE
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(**N.B. Although reading lists should include current publications,
students are advised (particularly for material marked with an asterisk*) to
wait until the start of session for confirmation of the most up-to-date
material)
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| Engagement Requirements |
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In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure |
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Supplemental Information
| Programme Board | Marketing, Innovation, Tourism & Events |
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| Assessment Results (Pass/Fail) |
No
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| Subject Panel | Marketing, Innovation, Tourism & Events |
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| Moderator | TBC |
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| External Examiner | TBC |
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| Accreditation Details | |
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| Version Number | 1 |
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| Assessment: (also refer to Assessment Outcomes Grids below) |
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Assignment base on Portfolio of written work (group work worth 60% of the overall mark).
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| Component 2 of the assessment is a 2000 words essay (40%) |
(N.B. (i) Assessment Outcomes Grids for the module
(one for each component) can be found below which clearly demonstrate how the learning outcomes of the module
will be assessed.
(ii) An indicative schedule listing approximate times
within the academic calendar when assessment is likely to feature will be
provided within the Student Handbook.)
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Assessment Outcome Grids (Footnote A.)
Footnotes
A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above
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Note(s):
- More than one assessment method can be used to assess individual learning outcomes.
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Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.
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| Equality and Diversity |
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UWS Equality and Diversity Policy |
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(N.B. Every effort
will be made by the University to accommodate any equality and diversity issues
brought to the attention of the School)
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