30228 - MARKETING RESEARCH
CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM
Course taught in English
Go to class group/s: 31
THOMAS EICHENTOPF
In this course students are introduced to different stages of the marketing research process. We focus on quantitative aspects of marketing research and techniques to solve real business problems, such as segmentation, positioning and strategic marketing mix.
- Groups project
- Written exam
For non attending students:
The exam consists of an individual written test (100% of the final mark).
- N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall, 2014, chapters 4-10. Make sure to buy the right edition (Malhotra has written various versions of this book). You can find a description of the text book on the Publisher’s website: http://catalogue.pearsoned.co.uk/educator/product/Essentials-of-Marketing-Research-Global-Edition/9781292060163.page
- Additional readings on statistical techniques.
- Lecture slides, sessions 7-22.
- Digital resources distributed throughout the semester.
Non - Attending students:
- N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall, 2014. Make sure to buy the right edition (Malhotra has written various versions of this book). You can find a description of the text book on the Publisher’s website: http://catalogue.pearsoned.co.uk/educator/product/Essentials-of-Marketing-Research-Global-Edition/9781292060163.page