Marketing Research (EM2004), 4 op

Basic information

Prerequisites

Introduction to Marketing

Course contents (core content level)

Basics of marketing research (MR) & the MR business; the marketing system (mix elements, situational factors, responses and performance indicators) in relation to the decision-making process and the initiation of the formal MR project; establishing the need for information; specifying objectives and information needs; determining research design and sources of data; developing collection forms and procedures; data collection; processing and analyzing the data; presenting the findings ? research results

Course contents (additional)

Group, field project ? designing, applying, analyzing and presenting the results of a real MR tool/questionnaire; the role of marketing research in strategic management is considered as well as its process and systems

Core content level learning outcomes (knowledge and understanding)

Upon course completion, the student will know the scope, focus, objectives, role, elements (terminology, theory and tools), activities and functions of marketing research; will know the contents and issues of the MR process as it relates to management decision making; will understand design issues and know what the sources of data are; will understand the different types of MR possible; will understand proper MR procedure and protocol; and will know how to analyze the data and how the findings should be presented.

Core content level learning outcomes (skills)

Upon course completion, the student will be able to communicate competently in the subject of marketing research; will have increased ability to carry out a MR project and presentation; will have further development of personal transferable skills in terms of communication and group work; will be more effective in use of IT and especially the SPSS MR tool.

Recommended reading

List to be given first day of classes

Teaching and learning strategies

Lectures
Assignments
Group Project
Exam

Teaching methods and student workload

Assignments and project
Exam
Group exercises
Lectures and presentations

Assessment weighting and grading

Assignments
Exams
Group Field Project Report and Presentation

Related competences of the degree programme

International and intercultural skills
Product development and project skills
Competencies for society and organisations
International competencies
Application of business skills
Communication and social competence
Personal development
Theoretical basis and mathematical and science skills
Information acquisition skills and adaptation of new knowledge
Communication and interpersonal skills
Development competencies
Methodological competencies in business