Insegnamento a.a. 2018-2019

30332 - MARKETING RESEARCH SKILLS FOR PUBLIC POLICY

Department of Marketing

Course taught in English
Go to class group/s: 23
BIG (3 credits - II sem. - OB  |  SECS-P/08)
Course Director:
JOACHIM VOSGERAU

Classes: 23 (II sem.)
Instructors:
Class 23: JOACHIM VOSGERAU


Mission & Content Summary

MISSION

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. Therefore, this course explains qualitative and quantitative tools as we commonly use them in marketing and help students to apply them to the political domain.

CONTENT SUMMARY

  • 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.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Understanding of marketing research in the context of public policy.
  • Design and conduct of marketing research projects for policy making.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • 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.

Teaching methods

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

DETAILS

For those who attend the course, there is no formal requirement of attendance. However, there will be two (unannounced) quizzes about the course material.

As attending student, the quizzes count towards your course grade.


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Individual assignment (report, exercise, presentation, project work etc.)
     x

ATTENDING STUDENTS

  • Quizzes
  • Individual assignments (instructions are given during the course)

NOT ATTENDING STUDENTS

Exam based on course textbook


Teaching materials


ATTENDING STUDENTS

  • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
  • Digital resources that will be distributed throughout the semester.

NOT ATTENDING STUDENTS

  • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
  • Digital resources that will be distributed throughout the semester.
Last change 01/02/2019 13:30