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Course 2016-2017 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:
THOMAS EICHENTOPF

Classes: 23 (II sem.)
Instructors:
Class 23: THOMAS EICHENTOPF


Course Objectives
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. Therefore, this course explains qualitative and quantitative tools as we commonly use them in marketing and help students to apply them to the political domain. For that purpose, lectures are interactive: students analyze typical problems, select and apply statistical techniques to investigate empirical data, and identify relevant managerial conclusions. Furthermore, the course devotes reasonable space to discuss nudging as a political tool that recently grew to prominence.

Intended Learning Outcomes
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Course Content Summary
  • Identifying and analyzing marketing research problems in public policy.
  • Designing research projects.
  • Collecting and using different types of data (internal vs. external, primary vs. secondary).
  • Analyzing public policy data with appropriate (multivariate) statistical techniques.
  • Explaining and transferring results to practitioners in public policy.
  • Understanding benefits and conditions of various research strategies.
  • Discussing recent trends and ethical constraints of marketing research for public policy.

Teaching methods
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Assessment methods
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Detailed Description of Assessment Methods
For attending students:
As part of the course, students submit a group assignment. Furthermore, one written exam concludes the course. For both components, students must achieve a pass to pass the course. I consider all students that submitted a group assignment as attending students unless they register for the exam for non-attending students.
  • Assignment (50%): After the midterm break, students start to work on an assignment in groups. The assignment consists of the analysis and the assessment of an existing marketing research project that is distributed to students. To that end, students demonstrate that they can apply their knowledge from the course.
  • Final exam (50%): The exam is an individual written test that can cover materials from the textbook, classroom discussions, and other materials provided to the students throughout the course. The exam makes use of different formats of standardized questions. The focus is on the application of marketing research in an empirical context.
For Non-attending students:
Final exam (100%): The exam consists of an individual written test with standardized and open questions that covers all the mandatory literature.


Textbooks
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 here: http://catalogue.pearsoned.co.uk/educator/product/Essentials-of-Marketing-Research-Global-Edition/9781292060163.page)

Prerequisites
This is not a course on statistics, but students should feel advised to have a basic understanding of key statistical concepts, i.e. multivariate statistics and linear regression models, which we use throughout the course.
Last change 25/05/2016 16:51