Market Research & Customer Insights

level of course unit

1. Study cycle, Bachelor

Learning outcomes of course unit

The students:
• know how important marketing is as a customer-oriented way of thinking and corporate philosophy.
• know and understand the basic concepts of marketing.
• are able to apply this knowledge to real issues.
• can name and interpret the elements of the marketing mix for products (4P) or services (7P).
• know about the relevance of the brand for the success of the company.
• can integrate brand-relevant aspects into the marketing mix of a company.

prerequisites and co-requisites

none

course contents

• Significance of market research and integration into the marketing process
• Customer and markets as objects of market research
• Planning and implementation of market research projects
• Creation and programming of questionnaires
• Basic qualitative and quantitative analysis methods
• Application of statistical software (SPSS, R, Stata) for data analysis
• Interpretation of results and derivation of recommendations for action
- Options and sources of secondary market research (e.g. Big Data)