Gathering marketing insight (5 cr)
Code: IB00CP30-3002
General information
Enrollment
20.08.2018 - 07.09.2018
Timing
27.08.2018 - 31.12.2018
Number of ECTS credits allocated
5 op
Virtual portion
2 op
RDI portion
3 op
Mode of delivery
60 % Contact teaching, 40 % Distance learning
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in International Business
Teachers
- Jagat Kunwar
Teacher in charge
Jagat Kunwar
Groups
-
IBKV17SP1
Objective
You are be able to?
collect marketing information for improved decision making required in international marketing.
use different sources for market/marketing data in international context?
apply market selection in internationalisation process?
apply marketing information in adaptation of marketing mix decisions to a target market
Content
What tools and methods are used in marketing research?
What are the data sources for international marketing research?
How is the international marketing research process described?
How to define which country to enter?
How is marketing information used in adaptation of mix decisions to a target market?
How to carry out research in practice through a research project?
Teaching methods
Scheduled track:
At the end of the study unit, you are be able to
• List/identify different sources for market data in international context
• Apply market selection process in internationalization process
• Use marketing research and digital sources of information
• Use research results in defining the marketing mix elements
Assessment methods and criteria
Assessment
- use professional marketing research vocabulary
- can critically evaluate different sources of marketing research information
- can work as a team member in marketing research
- determine the appropriate models, methods, software and techniques, in international marketing research
Qualifications
Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits