MARKETING RESEARCH IN ADVERTISING

Course Description

This course introduces the students to the principles and practices of marketing research methods. The students will learn that good marketing decisions require solid marketing research and will better understand the role of marketing research in developing marketing strategy. The course will cover both quantitative and qualitative research methods and will also provide opportunity for practical hands-on work. As the final project the students will be asked to design a research project, collect data, analyse their data, submit a report of their findings. They will also present their work to the class where each project will be evaluated by peers and the lecturer.

MARKETING RESEARCH IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Define(2) marketing, marketing research and marketing strategy,
2. 02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process.
3. 03 Compare(4) advantages and disadvantages of secondary data,
4. 04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis.
5. 05 Evaluate(5) relevant secondary data

Course Syllabus

Reference Books & Course Materials

1. 01 Burns, A.C., Veeck, A. and Bush,Ronald F.(2017). Marketing Research. Pearson Education Limited.

Learning Outcomes

1. L01 Define(2) marketing, marketing research and marketing strategy, SOLO 2
2. L02 Design(4) a marketing research and explain(4) needs of each step in the marketing research process. SOLO 4
3. L03 Compare(4) advantages and disadvantages of secondary data SOLO 4
4. L04 Identify(2) several methods of research in practice, compare(4) descriptive, explanatory and causal research alternatives, note(2) some research objectives and hypothesis SOLO 2.6
5. L05 Evaluate(5) relevant secondary data SOLO 5

Program Outcomes

1. P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
8. P08 8. Applied their acquired knowledge within the changing work environment.
9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix