Gathering marketing insight (5 cr)

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?

Course material

- Previous studies in marketing field is expected
- Lecture notes from the instructor
- Following book: Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research. Hoboken, NJ: John Wiley & Sons.
- A set of articles to augment specific sections may be uploaded and made accessible in the course homepage.

Study forms and methods

Scheduled track:
The aim of the course is to support the participants in understanding marketing research-its value and how it is used in marketing decision making. The priority of this course is to understand research methods (both exploratory and causal) and how they are used as part of marketing planning and development processes. The students should be able to utilize relevant internal and external data sources, develop and evaluate alternative research designs and understand how data can be transformed into useful information for insightful decision making. More precisely, the intended learning objectives are:
- Understand the role of the Marketing Information System (MIS) within broad business intelligence systems
- Grasp the role of marketing research in gathering marketing intelligence
- Distinguish between the nature and role of qualitative and quantitative research methods
- Use marketing research to determine appropriate marketing mix
- Apply marketing research techniques on specific areas of marketing

Timing of exams and assignments

Resit exams will take place in specific times during the academic year. Registration is necessary before the exam.

Evaluation scale

1-5

Assessment methods and criteria

You can:
a) use professional marketing research vocabulary
b) can critically evaluate different sources of marketing research information
c) can work as a team member in research project
d) determine the appropriate models, methods, software and techniques, in marketing research

Qualifications

Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits