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Course 2020-2021 a.y.

30332 - MARKETING RESEARCH SKILLS FOR PUBLIC POLICY

BIG
Department of Marketing

Course taught in English


Go to class group/s: 23

BIG (3 credits - II sem. - OB  |  SECS-P/08)
Course Director:
JOACHIM VOSGERAU

Classes: 23 (II sem.)
Instructors:
Class 23: JOACHIM VOSGERAU


Mission & Content Summary
MISSION

Marketing research is the art of understanding how people make decisions. For good policy makers, such skills are just as crucial to design and evaluate new policies. This course explains qualitative and quantitative tools as commonly used in marketing and applies them in the political domain.

CONTENT SUMMARY
  • Identifying and analyzing marketing research problems in public policy.
  • Designing research projects.
  • Collecting and using different types of data.
  • Explaining and transferring results to practitioners in public policy.
  • Understanding benefits and conditions of various research strategies.
  • Discussing recent trends of marketing research for public policy.
  • Monitoring ethical constraints and dilemmas when executing marketing research.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understanding of marketing research in the context of public policy.
  • Design and conduct of marketing research projects for policy making.
  • Design and test interventions aimed at changing behavior (nudges).
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Assess the quality of reported marketing research in the context of public policy.
  • Contribute actively to larger marketing research projects for policy making.
  • Develop autonomously research question(s) and derive the appropriate corresponding research design.

Teaching methods
  • Face-to-face lectures
  • Online lectures
  • Exercises (exercises, database, software etc.)
  • Individual assignments
DETAILS

For those who attend the course, there will be a couple of quizzes (multiple choice questions) that help you prepare for lectures, and individual and group assignments based on digital resources that are distributed on blackboard. As attending student, the quizzes count towards your course grade.


Assessment methods
  Continuous assessment Partial exams General exam
  • Individual assignment (report, exercise, presentation, project work etc.)
  • x    
    ATTENDING STUDENTS

    - Quizzes: Two quizzes, handed out at the beginning of two sessions. Each quiz consists of multiple-choice questions covering the assigned readings up to that session. 

    - Individual assignment: every attending student is required to hand in a written assignment at the end of the course. 

     

    The focus of these two activities will be on the application of marketing research in an empirical context. 

    NOT ATTENDING STUDENTS

    The exam is an individual written test that covers the textbook. The exam will make use of different formats of standardized questions, but clearly will go beyond testing your knowledge of definitions.

     

    The focus will be on the application of marketing research in an empirical context. 


    Teaching materials
    ATTENDING STUDENTS
    • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
    • Digital resources that are distributed throughout the semester.
    NOT ATTENDING STUDENTS
    • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
    • Digital resources that are distributed throughout the semester.
    Last change 09/12/2020 14:55