5147 - INTERNATIONAL MARKETING RESEARCH

Heightened competition leads companies operating in the international arena to build a solid marketing information and research system. Managers that develop a marketing plan for an international firm need a theoretical and technical background about the use of marketing research: strategic marketing decisions mentioned in the plan, such as the selection of potential markets and the definition of the international marketing mix, should be supported and oriented by the results of marketing research.
The course objective is, first, to give students an overview of the marketing research process and the principal research tools. Later on, the course puts these tools into practice: participants are given all the competencies needed for developing the most efficient plan for gathering the information they need to support international marketing decisions.

• The marketing information system
• Marketing research: problem and research objectives definition
• Exploratory, descriptive and causal research
• Exploratory research and collection of primary data: focus group and in-depth interview
• Descriptive research and collection of primary data: sampling plan, survey and observation
• Causal research and collection of primary data: the experiment
• Data analysis: techniques and models
• Marketing research for the selection of potential areas of business
• Marketing research for macro- and micro-segmentation in international areas
• Marketing research for international positioning
• Marketing research for the definition of the international marketing mix

• Written exam
• The preparation of a field project

Non attending students

• Written exam

Attending students

• N.K. MALHOLTRA, Marketing Research: an applied orientation, Pearson Prentice Hall. (Chapters 1, 2, 3, 4, 5, 6, 7, 10, 13, 14, 22 and 23)

Non attending students

• N.K. MALHOLTRA, Marketing Research: an applied orientation, Pearson Prentice Hall. (chapters: from 1 to 16, 22 and 23.)