Nature and Role of Marketing Analysis

The analysis of the market is an important part of any overall evaluation or implementation of a marketing strategy. The techniques employed by analysts can be used to assess the correct marketing mix, changing market structures, support or reject hypotheses that have been proposed and forecasting or estimating market potential, to name but a few. This course looks at the differences within data, the range of data that can be encountered in marketing analysis and some of the main techniques used in the evaluation of such data.

A marketing analyst makes use of a wide selection of techniques from the quantitative methods in order to explain the market, forecast elements of the market and support management and corporate decision making.

The course will examine techniques from the quantitative methods which find widest use in the analysis of markets, such as hypothesis testing, which can be used to examine data and statistics from samples with a view to supporting or rejecting assumptions about the market population. Regression and correlation will be examined as techniques that can be employed to assess the existence and strength of relationships within a market and also their use as a possible forecasting tool. Finally, an introduction will be made to a range of multivariate techniques, which have found widest use in marketing analysis in the analysis of data from questionnaires. It is quite common to link the multivariate methods to enrich analyses. The section covering these methods will make use of a case study to demonstrate this.

Modern approaches to analysis make wide use of questionnaires to obtain primary data and computer software to analyse data. The first section of this course will therefore introduce different types of data and the approaches to coding data for analysis. There exists a wide range of statistical packages to analyse data; probably the most widely used package in the UK is Statistical Package for Social Sciences (SPSS), which has been used to facilitate analyses for this course.

By the end of this course you should be able to:

Section 1

• Explain the use and application of variables.
• Distinguish between the different principal types of variables.
• Explain and identify four categories of data measurement.
• Understand the procedures for coding data.
• Distinguish between the methods of summarising data using location and dispersion measures.

Section 2

• Calculate a standard Z score.
• Set up a confidence interval with known parameters.
• Appreciate what is meant by an hypothesis and understand the difference between a null hypothesis and an alternative hypothesis.
• Undertake an hypothesis test and appreciate the importance of significance in hypothesis testing.
• Undertake a chi-square test on two-dimensional data (hypothesis on non- parametric data).

Section 3

• Understand the nature of bivariate data and straight-line relationships.
• Measure the strength of linear relationships between variables using coefficients of correlation and determination.
• Determine a least squares regression equation and line.
• Estimate and forecast future data values using technique of interpolation and extrapolation.
• Be familiar with one approach to the analysis of a time series set of data.

Section 4

• Explain the concept of multivariate analysis in marketing.
• Describe the application and use of a range of multivariate methods as individual techniques.
• Describe the application and use of a range of multivariate techniques linked in an analysis.
• Interpret printouts from a statistical package (SPSS).

Syllabus

Introduction

Objectives

Section 1: Data type and preparation

Data types

Categories of measurement

Data manipulation

Summarisation of data

Section 2: Hypothesis testing

The normal distribution and standard scores

Confidence intervals

Hypothesis tests

Chi-square analysis

Section 3: Bivariate analysis

Bivariate analysis

Correlation

Simple regression

Section 4: Multivariate techniques

Use of multivariate techniques

Using multivariate techniques

Linking techniques in analysis of market research data

Summary

Tutor-marked Question Paper

Study Hours

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 20 hrs.

The Access to Higher Education (A2HE) Consortium is a group of organisations who work together to promote and deliver excellence within the A2HE experience. By working in partnership the A2HE Education Consortium is able to call upon the significant expertise of each partner organisation to deliver the best possible learning journey and experience for our A2HE learners.

Access to Higher Education courses are ideal for learners wanting to start a university course but that have no formal qualifications. By working in partnership the A2HE Consortium is able to:

• Recruit, signpost and navigate learners through their decision to register on an A2HE programme of study.
• Provide learners with the most comprehensive Information, Advice and Guidance prior to registration.
• Provide learners with a range of funding options including; payment in full, payment using consumer credit and payment using a government backed Advanced Learning Loan.
• Give learners access to cutting edge technology to support the delivery of their A2HE programme.
• Allow learners to customise their A2HE programme so that it is bespoke to their own learning needs, challenges them throughout and delivers additional learning in areas such as Maths, English and Soft Skills (Confidence, Resilience, Team working etc.).
• Learners access high quality learning materials that are rich and engaging supported by a team of committed and talented tutors and assessors.
• Course accreditation and certification from Open College Network West Midlands, a QAA (Quality Assurance Agency for Higher Education) licenced Access Validating Agency (AVA).

Who are the partners?

The Stonebridge Group (SAC) The Stonebridge Group of Training Companies is a conglomerate of 6 separate independent training providers established in 1997 and continually growing. Currently the group trains more than 70,000 learners per annum in a wide range of subjects areas from A-Levels to Web Design and IT with everything in-between. The Group currently employs almost 200 staff who work in all areas including learner recruitment, course development, course delivery, admin, finance and tutorial support Stonebridge Associated Colleges are currently a Gold Trusted Merchant with an average Service Rating of over 98% from 854 Independent Feefo Reviews. The Group specialises in training, digital marketing and learner recruitment including advice and guidance to ensure the right learners are placed on the right programme of study. Please click here for more information
Pearltech UK Ltd (PEARL) PEARL (Personalised e-Assisted Responsive Learning) is uniquely innovative Virtual Learning Environment (VLE) that delivers customised and responsive learning based on individual learner’s needs. The system is available entirely online which means that learners can access all aspects of their learning, assessment and eportfolio 24/7 and from any location in the World using a variety of devices. Pearl encourages learner development beyond academic skills and includes proprietary responsive algorithms which present different learning exercises or challenges unique to each learner. This means that every learner has the ability to customise their course and to enrich their learning experience.
Enabling Development Opportunities Ltd (EDO) EDO has been working with businesses and learners since 2007. The team of directors and staff have decades of experience in skills training. All learners are supported throughout their studies by a talented group of tutors and assessors who are responsible for ensuring that all learners on the A2HE programmes are supported in a way that makes them feel “special” and gives them the best possible chance of succeeding. As part of the A2HE Consortium, EDO are responsible for delivering the training and accessing Advanced Learning Loan (if required) funding for learners. EDO also quality assure the programmes and claim the final certificate for learners from Open College Network West Midlands on successful completion of the A2HE programme. Please click here for more information

The Advanced Learning Loan (ALL) Consortium is a group of organisations who work together to promote and deliver excellence within the ALL experience. By working in partnership the ALL Education Consortium is able to call upon the significant expertise of each partner organisation to deliver the best possible learning journey and experience for our Advanced Learning Loan learners.

Advanced Learner Loan funding is ideal for learners who are not able to fund their own learning and are seeking a government backed loan in order to do so. By working in partnership the ALL Consortium is able to:

• Recruit, signpost and navigate learners through their decision to register on a programme of study using an Advanced Learning Loan.
• Provide learners with the most comprehensive Information, Advice and Guidance prior to registration.
• Provide learners with a range of funding options including; payment in full, payment using consumer credit and payment using a government backed Advanced Learning Loan.
• Give learners access to cutting edge technology to support the delivery of their Advanced Learning Loan funded programme.
• Allow learners to customise their Advanced Learning Loan funded programme so that it is bespoke to their own learning needs, challenges them throughout and delivers additional learning in areas such as Maths, English and Soft Skills (Confidence, Resilience, Team working etc.).
• Learners access high quality learning materials that are rich and engaging supported by a team of committed and talented tutors and assessors.
• Course accreditation and certification from various Ofqual regulated Awarding Bodies.

Who are the partners?

The Stonebridge Group (SAC) The Stonebridge Group of Training Companies is a conglomerate of 6 separate independent training providers established in 1997 and continually growing. Currently the group trains more than 70,000 learners per annum in a wide range of subjects areas from A-Levels to Web Design and IT with everything in-between. The Group currently employs almost 200 staff who work in all areas including learner recruitment, course development, course delivery, admin, finance and tutorial support Stonebridge Associated Colleges are currently a Gold Trusted Merchant with an average Service Rating of over 98% from 854 Independent Feefo Reviews. The Group specialises in training, digital marketing and learner recruitment including advice and guidance to ensure the right learners are placed on the right programme of study. Please click here for more information
Pearltech UK Ltd (PEARL) PEARL (Personalised e-Assisted Responsive Learning) is uniquely innovative Virtual Learning Environment (VLE) that delivers customised and responsive learning based on individual learner’s needs. The system is available entirely online which means that learners can access all aspects of their learning, assessment and eportfolio 24/7 and from any location in the World using a variety of devices. Pearl encourages learner development beyond academic skills and includes proprietary responsive algorithms which present different learning exercises or challenges unique to each learner. This means that every learner has the ability to customise their course and to enrich their learning experience.
Dimensions Training Solutions (DTS) DTS was originally formed in 1973 and has been responsible for training thousands of apprentices and adult learners since then. DTS aim to help learners broaden their skills, gain knowledge; build on experience, to make a positive change to their career and life with dozens of apprenticeships and distance learning QCF courses that can really kick start a new career. Judged Good by OFSTED in October 2015: Just some of the reasons why DTS are a GOOD Training provider, very close to OUTSTANDING, but we don’t like to brag... Learners really enjoy their learning Effective employer involvement helps learners to link work-related activities well with their qualification Good quality workplaces, with a diverse range of clients Highly effective development of Apprentices’ English & Maths skills Employers provide a high quality working environment Consistent, high level of achievement for learners As part of the ALL Consortium, DTS are responsible for delivering the training and accessing the Advanced Learning Loan (if required) funding for learners. DTS also quality assure the programmes and claim the final certificate for learners from the relevant awarding body on successful completion of the programme. Please click here for more information

What's included

What's Included

• All study materials
• Study Guide
• Full Tutor and Admin support
• The course fee includes the awarding body registration and certification fee (valued at up to £30.00).

Tutor Support

With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.

You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!

Assessment Method

After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

Qualifications

On completion of your course, you will receive two certificates:

Certificate 1 is issued by Stonebridge Associated Colleges: Nature and Role of Marketing Analysis (Byte Size Skills Course) Certificate

Nature and Role of Marketing Analysis (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.

Certificate 2 is issued by ABC Awards: Level 1 Nature and Role of Marketing Analysis (Byte Size Skills Course) Certificate of Achievement

At the end of this course successful learners will receive a Certificate of Achievement by ABC Awards and a Learner Unit Summary (which lists the details of all the units you have completed as part of your course).

The course has been endorsed under the ABC Awards’ Quality Licence Scheme. This means that Stonebridge Associated Colleges have undergone an external quality check to ensure that the organisation and the courses it offers, meet certain quality criteria. The completion of this course alone does not lead to an Ofqual regulated qualification but may be used as evidence of knowledge and skills towards regulated qualifications in the future. The unit summary can be used as evidence towards Recognition of Prior Learning if you wish to progress your studies in this sector. To this end the learning outcomes of the course have been benchmarked at Level 1 against level descriptors published by Ofqual, to indicate the depth of study and level of difficulty involved in successful completion by the learner.

The course itself has been designed by Stonebridge Associated Colleges to meet specific learners’ or employers’ requirements. ABC Awards’ endorsement involves a robust and rigorous quality audit by external inspectors to ensure quality is consistently met. A regular review of courses is carried out as part of the endorsement process.

To view a sample of the ABC Certificate of Achievement, please click here.

To view a sample of the ABC Learner Unit Summary, please click here.

Who are ABC

ABC Awards is a leading national Awarding Organisation, regulated by Ofqual, and the Welsh Government[1]. They have a comprehensive portfolio of over 650 Ofqual regulated qualifications on the national Qualifications and Credit framework (QCF). It has a long-established reputation for developing and awarding high quality vocational qualifications across a wide range of industries. As a registered charity, ABC Awards combines 180 years of examination and assessment expertise but also implements a responsive, flexible and innovative approach to the needs of our customers.

Renowned for excellent customer service, and quality standards, ABC Awards also offers over 600 Ofqual regulated qualifications for all ages and abilities post-14; all are developed with the support of relevant stakeholders to ensure that they meet the needs and standards of employers across the UK.

For more info on our awarding body, ABC awards, click here

Requirements for Entry

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.

Professional Membership

On completion of this course you will be eligible to join the following Professional Associations(s):

On successful completion of your course your qualification is awarded. You will receive an attractively presented Diploma or Certificate issued by Stonebridge Associated Colleges, this will also allow you to use the letters SAC. Dip. or SAC. Cert. after your name.

Stonebridge Associated Colleges is one of the leading (and biggest) distance education colleges in the U.K and internationally. We have many thousands of students studying with us at any one time from locations all over the world. Our diplomas will always count towards your future, and will improve your prospects of future employment or higher level study etc. by proving that you have studied to a certain level, that you have proficiency in your chosen subjects and that you are interested in your field of choice. Education is always an investment in your future and you will find this to be the case with our qualifications in your jurisdiction.

Professional Membership

On completion of this course you will be eligible to join the following Professional Associations(s):

On successful completion of your course your qualification is awarded. You will receive an attractively presented Diploma or Certificate issued by Stonebridge Associated Colleges, this will also allow you to use the letters SAC. Dip. or SAC. Cert. after your name.

Stonebridge Associated Colleges is one of the leading (and biggest) distance education colleges in the U.K and internationally. We have many thousands of students studying with us at any one time from locations all over the world. Our diplomas will always count towards your future, and will improve your prospects of future employment or higher level study etc. by proving that you have studied to a certain level, that you have proficiency in your chosen subjects and that you are interested in your field of choice. Education is always an investment in your future and you will find this to be the case with our qualifications in your jurisdiction.

Career Transition Partnership (CTP)

We are proud to be working with Career Transition Partnetship (CTP) as a CTP Preferred Suplier. We are able to offer ex-service personnel access to funding for our whole range of military resettlement courses.

As a CTP Preferred Supplier we are able to accept your IRTC (Individual Resettlement Training Costs) grant or ELC (Enhanced Learning Credits) for any of the following courses:

• Assessing Vocational Achievement (CAVA)
• Beauty Therapy (Massage Route) Dual Course
• Business Administration
• Certificate in Education and Training
• Counselling Skills
• Early Years Workforce (Early Years Educator)
• Foot Health Care Practitioner
• Health and Social Care (Adults)
• Hospitality Supervision and Leadership
• Playwork (NVQ)
• Preparing to Work in Adult Social Care
• Principles of Customer Service course
• Principles of End of Life Care Course
• Specialist Support for Teaching and Learning in Schools
• Supporting Teaching and Learning in Schools Certificate

If you are ex-service personnel and would like more information on how to claim this funding, please contact the college or speak to your Service Resettlement Advisor.

For more information on CTP, please visit www.ctp.org.uk

Study Options

In order to offer our students the most convenient and flexible distance learning courses, Stonebridge Associated College offers you the option to study for your course via two methods:

• 1. Via the traditional paper-based method.
• 2. Through the online method.

Study Hours

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 20 hrs.

Further Information

If you would like any further information regarding this course, please call an advisor today on 0121 392 8288 ( or email enquiries@stonebridge.uk.com

Tutor Support

With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.

You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!

Assessment Method

After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

Student Zone

We understand that studying from home may be a new experience for you. You may even be feeling a bit apprehensive because you will not be studying in a traditional "classroom environment".

To help you overcome these concerns we have developed the Student Zone. The Student Zone, to which all of our students receive access, encourages a high level of interaction with your tutor and other like-minded students. Within this area you can:

• Access the Student Learning Community which allows you to connect with fellow students and gain the help and support you need.
• View your tutor's feedback on your marked assignments.
• View optional reading lists for your course (where available).
• Access free online games, for when you need a break from studying.
• View the study guide with plenty of useful hints and tips on how to get the most out of your course.
• Access free courses such as: Improving Learning Skills; Job Interview Skills; The Effective Learner; Goal Setting and Time Management; and Ten Tips to Complete a Good Test Paper.
• Find details on our generous Referral Programme.
And don’t forget our Facebook page where you will find tips, resources, games, competitions, and plenty of engagement and interaction from fellow students.