Minimum college entrance requirements, AS 11699 Marketing management, AR 10998 Statistics, AS 12593 Industrial psychology and human resources management
- To teach the students how a company can identify and define market opportunities and oversee and improve marketing initiatives by means of marketing analyses. Teach the most commonly used research methods and know when the different methods are to be used.
- To provide an introduction about principles for effective communication in the market (information and influence)
- To provide basic knowledge about consumer behaviour and economic psychology in marketing.
1. Basic Concepts
-Diagnosing the situation and defining the problem
-Research design
-Information research gathering
-Choice of population and field work
-Organization of data, interpretation, analysis and report writing
2. Utilization
-Research in product development processes
-Profile and attitude studies
-Analyses of competitors
-Market segmentation
-Quality, customer satisfaction and loyalty
3. Researching primary- and secondary data
- Market communication from different approaches/ views (psychology, sociology, and economy)
-Market segmentation and target group analyses
-Message content, and measurement of communication results/effects
-Communication with the companies/commodities
-Choice of medium and its use
-Communication planning
-Information to society and political advertising
-Advertising and society
-Basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
-Decision behaviour in organizations
-Attitudes - attitudes and actions - attitude studies
-Psychography and life style
-Social influence on attitude (culture, group dynamics, reference groups, family influence on attitude)
-Diffusion of innovation.
Lectures and exercises.
Compulsory group paper.
A paper presenting research problem(s), theories, models and hypotheses has to be prepared before the questionaire can be worked out. The market survey can be started when both this paper and the questionnaire have been accepted by the lecturer.
Evaluation of compulsory group paper.
