Insegnamento a.a. 2017-2018

30228 - MARKETING RESEARCH


CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM

Department of Marketing

Course taught in English

Go to class group/s: 31
CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - WBB (6 credits - I sem. - OP  |  SECS-P/08) - BIEF (6 credits - I sem. - OP  |  SECS-P/08) - BIEM (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
THOMAS EICHENTOPF

Classes: 31 (I sem.)
Instructors:
Class 31: 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.
  • Additional readings on statistical techniques.
  • Lecture slides.
  • Digital resources distributed throughout the semester.

Non - Attending students:
  • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall, 2014.
  • Lecture slides.
Exam textbooks & Online Articles (check availability at the Library)
Last change 11/05/2017 15:00