Marketing ResearchLaajuus (5 ECTS)

Objective

Upon course completion the student will know the scope, focus, objectives, role, elements (terminology, theory and tools), activities and functions of marketing research (MR); will know the contents and issues of the MR process as it relates to management decision making; will understand design issues and know what the sources of data are; will understand the different types of MR possible; will understand proper MR procedure and protocol; and will know how to analyze the data and how the findings should be presented.
Upon course completion, the student will be able to communicate competently in the subject of marketing research; will have increased ability to carry out a MR project and presentation; will have further development of personal transferable skills in terms of communication and group work; and will be more effective in use of IT and especially MS- Excel software.
Also covered is the role MR serves in supplying information to help in the decision making process is connected to basic marketing decisions, in a domestic and international context, and in management – it is also connected to the marketing plans and business plans students must develop in other courses, as it is a section often included in the plan. Additionally, general understanding of research in other areas is acquired.

Content

Basics of marketing research (MR) & the MR business; the marketing system (mix elements, situational factors, responses and performance indicators) in relation to the decision-making process and the initiation of the formal MR project; establishing the need for information; specifying objectives and information needs; determining research design and sources of data; developing collection forms and procedures; data collection; processing and analyzing the data; presenting the research results – and understanding the different types of marketing research, and how they feed information into the different stages of the Decision-Making Process. Group, field project – designing, applying, analyzing and presenting the results of a real MR tool; the role of marketing research in strategic management is considered as well as its process and systems.

Qualifications

Minimum one year of business studies
English Language Proficiency

Assessment criteria, satisfactory (1)

1 (Satisfactory), this means that the student's performance is sufficient and she/he is showing just enough understanding of the subject to merit a pass grade but requiring greater effort to achieve a more satisfactory result.

Assessment criteria, good (3)

3 (Average/Good), this means that the student's performance is good and she/he is showing strong understanding of basic concepts and good grasp of techniques, but with certain minor problems still requiring further attention.

Assessment criteria, excellent (5)

5 (Outstanding), this means that the student's performance is excellent and it not only fulfills all standard requirements but demonstrates originality and imagination.