Explore Marketing
Marketing examines understanding audiences and designing accountable communication. This subject guide introduces the questions, methods and practical work that help learners understand the field before choosing a formal course of study.
A strong starting point is to connect consumer behaviour with market research. The first develops a foundation for reasoning; the second provides a setting in which to test ideas. Keep a learning journal that records assumptions, sources and questions that remain unresolved.
Four areas to investigate
Consumer behaviour
Connect consumer behaviour to the study of understanding audiences and designing accountable communication. Compare an introductory explanation with a worked example, then describe where the approach is useful and where it may fail.
Market research
Connect market research to the study of understanding audiences and designing accountable communication. Compare an introductory explanation with a worked example, then describe where the approach is useful and where it may fail.
Brand strategy
Connect brand strategy to the study of understanding audiences and designing accountable communication. Compare an introductory explanation with a worked example, then describe where the approach is useful and where it may fail.
Digital measurement
Connect digital measurement to the study of understanding audiences and designing accountable communication. Compare an introductory explanation with a worked example, then describe where the approach is useful and where it may fail.
Learn through inquiry
Plan a campaign for a public-interest service and define meaningful evaluation measures.
Begin with a question narrow enough to investigate. Decide what evidence would support an answer, document the method and explain what further work would be needed.