Marketing
Basic Methods I
Basic Methods II
Industrial Psychology and Staff Management
Introduction to International Marketing
Methods in Social Sciences
Corporate Strategy
- To teach the students how a company can identify and define market opportunities and oversee and improve marketing initiatives by means of marketing analyses
- To present the most commonly used research methods and when they may be applied
- To provide basic knowledge about consumer behaviour and economic psychology in marketing
- Students should get an insight into industrial marketing/relationship marketing
- Students should learn the most basic statistical methods by using the statistical package SPSS
- Students should get practical knowledge of how to elaborate marketing analyses and present reports
- Students should get some insight regarding marketing research in an international context
Market analysis:
Basic concepts (diagnosing the situation and defining the problem, research design, information research gathering, choice of population and field work, organisation of data, interpretation, analysis and report writing)
Theoretical basis of marketing research:
- Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
- Attitudes - attitudes and actions - attitude studies
- Social influence on attitude (culture, group dynamics, reference groups, family influence on attitude)
- Decision behaviour in organisations
- Industrial marketing
- Relationship marketing (market and customer orientation)
- Other topics adjusted to problem areas chosen by the students
Practical implications:
Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty)
Statistical analysis - SPSS:
Descriptivs, crosstabs, correlation analysis, t-tests, variance analysis, factor analysis, regression analysis
International marketing surveys:
Examples of international marketing surveys.
Lectures and exercises - all in English.
Compulsory, practical group paper - maximum 3 students of each group. The deadline for the submission of the paper is stated at the start of the course. The groups might have advices during the work process (proposal, questionnaire and statistical analyses) if certain conditions are fulfilled. The conditions for obtaining advices are specified in the work schedule.
A paper (proposal) presenting research problem(s), theories, models and hypotheses should be prepared before the questionnaire is worked out. The market survey can be started when both this paper (proposal) and the questionnaire have been approved by the lecturer. If this acceptance is not obtained at the specified date according to the work schedule, the work process stops and the group cannot pass the examination. Advices are only given to groups that actively participate in the classes/lectures. The conditions for obtaining advices are specified in the work schedule.
Evaluation of compulsory group paper - maximum 3 students.
