Originator: Professor Sian Rees – FHSS – School of Culture & Communication
Students are required to produce a Market Research Report in which they evaluate the activities of specific brands and their competitors in the marketplace. This requires the use of primary and secondary research techniques, as well as business analysis tools such as SWOT and PEST analyses. Students investigate stakeholder perceptions, the marketing environment, media coverage and existing digital and social media campaigns produced by brands and their competitors. Students are required to present the report in a format that would be acceptable in a workplace situation, whilst also incorporating and referencing relevant academic best practice theory.