The student has the command of the central concepts and data collection methods of marketing research and marketing strategies. He/she is able to obtain marketing information, analyze it and use the results indecision making in marketing. He/she understands the role of marketing research in marketing planning and can make strategic choices based on the information gained.
Lectures, tutorials, student's own work. Additionally a course assignment made for a real company or a project. This assignment is a marketing plan for which a marketing research is conducted, in order to find infromation for decisions both in marketing strategy choice and operational marketing plan.
Handouts and recommended reading instructions given in class.The student's own notes made during the lectures.
Qualitative and quatitative reasearch methods, sampling methods, analyzing, marketing strategies and marketing planning.
Assignment and active participation in class and tutorials 50 %, individual exam 50 %.
The course is assessed on the scale 0-5. 0 = fail and 5 = excellent.
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