MARKETING RESEARCH
Course Description: This course introduces students to marketing research and provides an introduction to many of the quantitative techniques currently used in modern marketing practice. The course will familiarize students with fundamental concepts of marketing research and some of the frequently encountered research topics and techniques used in marketing practice. The topics to be covered will be in the areas of data collection and techniques of data analysis; and may include techniques used in: market segmentation and targeting; positioning and branding; pricing; product design; and advertising and promotion.
Course Objectives:
Student's Learning Outcome:
On successful completion of this course, the students should be able to:
Teaching Methods: Class will arrange by face to face interaction between the students and the course teacher. Also small group activities, interactive discussion will be included. You are required to read the chapter in advanced before attending each class. Class lectures are not substitutes for the reading. It will only help you to understand the difficult parts of the readings.
Course Objectives:
- To introduce you to the key elements in conducting a marketing research
- To familiarize you with the elements of the marketing research process (The Six Step Process)
- To introduce you to basic quantitative analysis techniques
Student's Learning Outcome:
On successful completion of this course, the students should be able to:
- To give students an appreciation of the role that marketing research plays in decision making by marketing managers.
- To equip students to find and access market research information effectively To further develop the knowledge and practical skills for students to plan, implement and report marketing research projects.
- To improve written and oral skills in communicating research findings to a range of clients.
- To be able to work efficiently and effectively as part of a market research team and to be able to critically evaluate information and ideas presented by other members of the team.
Teaching Methods: Class will arrange by face to face interaction between the students and the course teacher. Also small group activities, interactive discussion will be included. You are required to read the chapter in advanced before attending each class. Class lectures are not substitutes for the reading. It will only help you to understand the difficult parts of the readings.