Course 2015-2016 a.y.

30228 - MARKETING RESEARCH


CLEAM - CLEF - CLEACC - CLES-BESS - BIEMF
Department of Marketing

Course taught in English


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) - CLES-BESS (6 credits - II sem. - OP  |  SECS-P/08) - BIEMF (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
LUCA MOLTENI

Classes: 31 (II sem.)
Instructors:
Class 31: LUCA MOLTENI


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:
The exam consists of a field project by groups (50% of the final mark), and an individual written test (50% of the final mark).
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 mark of the exam.

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


Textbooks

For attending students:
Slides, notes, assignments, exercises.

For non attending students :

  • N. Malhotra, Marketing Research. An Applied orientation, Edition 6, Pearson Prentice Hall, 2009 (Chapters 1, 2, 3, 7, 8, 9, 13, 14, 15, 16, 17, 20).
Last change 27/03/2015 12:44