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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Kosina David, Ing. Ph.D.
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Course content
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Identification of marketing problems supporting decision making Methods of obtaining the data needed to solve marketing problems and adhere to ethics in their collection Classification of marketing research Research to identify the problem and to solve a problem The process of marketing research Research of consumer behavior and segmentation Product and brand research Promotion and marketing communication research Price research Distribution research Online marketing research Cross-cultural marketing research
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming), Work with Text (with Book, Textbook), Group work
- Semestral Work
- 24 hours per semester
- Homework for Teaching
- 12 hours per semester
- Preparation for the Course Credit
- 8 hours per semester
- Preparation for the Exam
- 20 hours per semester
- Attendace
- 26 hours per semester
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Learning outcomes
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The objectives: The aim of the course is to understand the importance of marketing research as an important function of marketing. Students will know which methods and procedures to use to research marketing as an important business area, as well as, to research the various tools of the marketing mix and, to research consumer behavior, too. Compiled marketing analyzes, which are based on relevant, accurate, real, valid and up-to-date marketing research information, help companies to stay competitive in the market. The knowledge and skills acquired in this course can help students to develop their careers in professions related to all areas of marketing.
Upon completion of the course, students will understand importancy of the marketing reseach for company marketing management, will be able to develop the process of marketing reseach, according its required steps, resulting into marketing analyzes, and apply research information into the business processes and procedures. Students will know, how to collect primary and secondary data, how to define the real problems, how to construct the questionnaire, and reporting results for company succesfull performance on markets.
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Prerequisites
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Knowledge from the course of Marketing 1
KAE/MK1
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Assessment methods and criteria
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Oral exam, Questionnaire, Seminar Work, Written exam
Credit Maximum for getting the credit: 30 points Minimum for getting the credit: 20 points Processing a credit project on a given topic: 30 points Conditions for obtaining credit are project submission on time and obtaining at least 20 points. Exam: Combined (written and/or oral) Maximum 70 points Minimum 40 points A condition for admission to the exam is obtaining credit for both winter and summer semester. Overall evaluation of the course Maximum (credit in summer semester/30 points + an exam in summer semester/70 points) 100 points Minimum (credit in summer semester/20 points + an exam in summer semester/ 40 points) 60 points
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Recommended literature
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BRACE, I. Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. Kogan Page Lim. 2013.
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JAKUBÍKOVÁ, D. Strategický marketing ? strategie a trendy. Praha; Grada. 2013.
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Kotler, P., & Armstrong, G. Principles of Marketing. Pearson ed. 2017.
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TAHAL, R. a kol. Marketingový výzkum: postupy, metody, trendy. Praha: Grada. 2017.
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