Module code: MAR6008-B
Understanding 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 aims to build on the understanding of consumer behaviour and core marketing research techniques covered in the level 5 module 'Understanding Consumers'. Researchers and marketing executives are now expected to contribute more fully to decision making and analysis and to being the voice of the consumer within their respective organisations.
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