Course 2016-2017 a.y.

Go to class group/s: 31

CLEAM (6 credits - II sem. - OP  |  SECS-P/08) - CLEF (6 credits - II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - II sem. - OP  |  SECS-P/08) - WBB (6 credits - II sem. - OP  |  SECS-P/08) - BIEF (6 credits - II sem. - OP  |  SECS-P/08) - BIEM (6 credits - II sem. - OP  |  SECS-P/08)

Course Director:
THOMAS EICHENTOPF

Course Objectives

The goal of this course is to understand the concepts and the techniques required to conduct marketing research and to know how to apply them in real world marketing research problems in order to make better business decisions.

Course Content Summary

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.

Detailed Description of Assessment Methods

For attending students:

• Groups project
• Written exam

During the course, attending students have the opportunity to do assignments and exercises, to attend lectures with real marketing practitioners and to participate in field and lab experiments. All these activities are evaluated by the teacher and can determine extra points to increment the final

For non attending students:
The exam consists of an individual written test (100% of the final mark).

Textbooks

Attending students:

• 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

Exam textbooks & Online Articles (check availability at the Library)

Last change 24/05/2016 17:20