30332 - MARKETING RESEARCH SKILLS FOR PUBLIC POLICY

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.

• 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.

• 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).

• 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.

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

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.

- 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

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

The exam will consist in a written examination on all chapters of the book (excluding chapters 3, 9, 13) but will not include cases/examples/guest lectures that have been presented in class. 

The written exam is aimed at verifying the ability to apply the knowledge students learned when studying the teaching material. 

• P. De Pelsmacker; M. Geuens; J. Van den Bergh, Marketing Communications: A European Perspective, Pearson; 2021; 7th (only chapiters 9-12) 
• Course lesson Slides. 

P. De Pelsmacker; M. Geuens; J. Van den Bergh, Marketing Communications: A European Perspective, Pearson; 2021; 7th Edition (all the book chapters excluding chapters 3, 11 and 13)