Bachelor
2024/2025
Marketing Research
Type:
Compulsory course (International Bachelor's in Business and Economics)
Area of studies:
Economics
Delivered by:
Department of Management
When:
3 year, 3 module
Mode of studies:
offline
Open to:
students of one campus
Language:
English
ECTS credits:
3
Course Syllabus
Abstract
Rapid changes in the business world are creating new decision-pressing situations that demand better skills for the acquisition and use of management and marketing information. Marketing research plays an important role in supporting both management and marketing decision-making processes by providing an accurate, relevant, and timely information. This course is designed to provide students with a comprehensive understanding of marketing research, with a special focus on target audience analysis and uncovering consumer insights. The course emphasizes practical aspects of conducting research, data analysis methods, and applying acquired knowledge to develop effective marketing strategies. Special attention is given to modern digital tools, artificial intelligence technologies, and qualitative research methods in marketing.
Learning Objectives
- Develop a systematic understanding of marketing research principles Improve target audience analysis skills
- Master methods of identifying and utilizing consumer insights
- Acquire practical skills in working with modern marketing research tools, including AI
- In-depth study of qualitative research methods
Expected Learning Outcomes
- Use principles of marketing research, critical thinking, ethical decision-making
- Apply market segmentation methods, analyze data, and understand consumer behavior.
- Interviewing techniques, moderation skills, qualitative data analysis, empathy
- Analytical thinking, pattern recognition, strategic planning
- Digital literacy, social media analytics, proficiency in web analytics tools
- AI and machine learning basics, predictive modeling, ethical AI use
- Advanced statistical analysis, data visualization techniques, report writing, presentation skills
- Strategic thinking, product development, personalization strategies
- Trend analysis, ethical considerations in big data, omnichannel research approaches
- Project management, practical application of AI tools, data-driven decision making, professional presentation skills
Course Contents
- Introduction to Marketing Research
- Target Audience Analysis
- Qualitative Research Methods
- Quantitative Research Methods
- Identifying and Analyzing Consumer Insights
- Digital Tools for Marketing Research
- Artificial Intelligence in Marketing Research
- Data Analysis and Interpretation
- Applying Research Results
- Trends in Marketing Research
- Marketing research in practice
Assessment Elements
- Lecture tests
- Seminar Participation and Activities
- Homework Assignments
- Final research project
Interim Assessment
- 2024/2025 3rd moduleLecture tests*0,14+Seminar Participation and Activities*0,28+Homework Assignments*0,28+Final marketing strategy*0,3.
Bibliography
Recommended Core Bibliography
- Dolnicar, S., Grün, B., & Leisch, F. (2018). Market segmentation analysis: Understanding it, doing it, and making it useful. Germany, Europe: Singapore: Springer Open. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3880CA9
- Ravi Pathak. (2013). Basics of Marketing Research Methods. [N.p.]: Anmol Publications PVT. LTD. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1816123
Recommended Additional Bibliography
- A model of cognitive processes and conversational principles in survey interview interaction. (2007). Applied Cognitive Psychology, 21(2), 145–163. https://doi.org/10.1002/acp.1334
- Fielding, N., & Schreier, M. (2012). Introduction: On the Compatibility between Qualitative and Quantitative Research Methods. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.7930192C
- Hackett, P. (2019). Quantitative Research Methods in Consumer Psychology : Contemporary and Data Driven Approaches. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1853813
- International marketing research. (2015). Slovenia, Europe: J. Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3BEA425C
- Malhotra, N. K. (2014). Basic Marketing Research: Pearson New International Edition : Leeds University Business School (Vol. Pearson new international edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1418035
- Steve Portigal. (2013). Interviewing Users : How to Uncover Compelling Insights. Rosenfeld Media.