Marketing
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, market and customer relationship orientation
- Students should get an insight into service quality surveys (customer satisfaction analyses)
- Students should learn the most basic statistical methods by using the statistical package SPSS
- Students should get a comprehensive, practical insight of how to work out marketing analyses, that is the elaboration of theoretical foundation, models and conceptual frameworks, formulation of research problems and hypotheses, elaboration of questionnaires, data gathering, registration, statistical analyses, and the presentation of reports.
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.)
- Market and customer orientation
- Creation of customer values: Theories, models, concepts and measurements.
- Service quality surveys, etc.
- Other topics adjusted to problem areas chosen by the students
Practical implications:
Service quality surveys, customer satisfaction measurements, reputation measurements, customer barometers, etc.
Statistical analysis - SPSS:
Descriptivs, crosstabs, correlation analysis, t-tests, variance analysis, factor analysis, regression analysis.
Lectures and exercises - all in English.
Compulsory group paper: A theory-based, however, practical service quality survey (market analysis), maximum 3 students per 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 (at least 80 percent participation in the classes from all of the member of the group). 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.
