Students are able to carry out market analyses and effectively use them in a company's marketing decision-making.
Student's Workload
- lectures and group work 50 h
- independent work 110 h
Prerequisites / Recommended Optional Courses
- Basics on business competence
- In addition to this course, students are expected to complete Processing Statistical Data (3 cr).
Contents
- Decision-making perspective on marketing research
- Ethical issues
- Marketing research planning process: research purpose and objective, research approach, research tactics, data collection, analysis, and reporting
- Implementation of small-scale marketing research for a company
Recommended or Required Reading
- Aaker D., Kumar V. & Day G. 2006. Marketing Research (assigned parts)
- Mäntyneva M., Heinonen J., & Wrange K. 2008. Markkinointitutkimus
- material provided by the teacher
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures and group work
Assessment Criteria
Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out market analyses and effectively use them in a company's marketing decision-making.
Good (4-3): The student has carried out work well and participated actively. Students are able to carry out market analyses and effectively use them in a company's marketing decision-making.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students are able to carry out market analyses.
Assessment Methods
- written exam 30 %
- group assignments and company project 70 %
Both parts must be successfully completed to receive a grade for the course. Attendance and active participation affect the overall grade.