Marketing & Communication Management FT
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Market Research

level of course unit

Introduction

Learning outcomes of course unit

The students can recognize problems in marketing and successfully analyze and implement them using suitable market research instruments.

prerequisites and co-requisites

none

course contents

The lecture on market research deals with the reappraisal of one’ s own basic principles and approaches, while the exercise focuses on practical application. In addition to the definition of market research, fundamental areas such as tasks, areas of application and significance are theoretically prepared. Subsequently, the comprehensive research process is dealt with in its individual aspects theoretically and on the basis of a research problem: Problem definition; research design; planning and implementation (pilot studies, pre-tests, sampling, briefings); data collection; data entry and cleansing; evaluation; interpretation; final report.

recommended or required reading

none

assessment methods and criteria

Written exam and/or project

language of instruction

German

number of ECTS credits allocated

4

eLearning quota in percent

15

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Exercises, group work, case studies, discussions

semester/trimester when the course unit is delivered

2

name of lecturer(s)

will be available soon

course unit code

MFO2

type of course unit

practice

work placement(s)

none