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 Conduct research, planning, implementation of a plan, and evaluate the results.
2. P02 Demonstrate their knowledge of media and digital media communications related to the publicity of institutions and organizations.
3. P03 Conduct advertising and campaign processes for traditional and new media.
4. P04 Carry out internal and external communication processes within institutions and organizations.
5. P05 Use the necessary audio-visual communication tools within the fields of public relations and advertising.
6. P06 Show sensitivity toward remaining loyal to universal values, laws and ethical principles while practicing their profession.
7. P07 Proves his/her basic theoretical knowledge in the fields of public relations, advertising and communication.
8. P08 Expresses his/her knowledge of crisis management and how to find solutions to problems within the field of public relations.
9. P09 Expresses his/her knowledge of perception and reputation management for institutions and organizations.

Po-Lo Matrix