Master
2023/2024
International Market Research and Analysis
Type:
Elective course (Master of International Business)
Area of studies:
Management
Delivered by:
School of Innovation and Entrepreneurship
Where:
School of Innovation and Entrepreneurship
When:
1 year, 3 module
Mode of studies:
offline
Open to:
students of one campus
Master’s programme:
International Business
Language:
English
ECTS credits:
3
Contact hours:
40
Course Syllabus
Abstract
Prerequisites: International Marketing, International Business Research. Analysis of a market or a target consumer bears relevance far beyond academic domain of Marketing Research science or Marketing departments. It is equally relevant for any mission requiring collection of any information about mass patterns of human behavior, thus may be also relevant in domains of Politics, HR, Health Care, Social Security, Crime, behavior of investors and many others. The course also gives relevant basics of statistical analysis, which are then immediately applicable in analysis of any normally distributed data set resulting from human activity (i.e. logistics data, financial markets behavior, etc.) This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in collecting data about a market or a target audience, the course will focus on practical operational skills required for independent planning, executing and presenting results of marketing research. The course closely imitates flow of pre-product launch marketing research project in a typical corporation and features desktop, qualitative and quantitative methods.