Study Guide

Objective

This 1 credit course provides a concise and practical introduction to the world of marketing research. The course introduces the basic concepts, methods and applications of marketing research. The course aims to give students an understanding of what marketing research is, why it is done and how it can be used in business development.

Content

The course is tailored for those planning to become entrepreneurs or already working as an entrepreneur

1. What is marketing research?
- Definition and objectives of marketing research
- Types and uses of marketing research

2. Why do we do marketing research?
- In support of business decisions
- Understanding customer behaviour
- Develop a marketing strategy

3. How is marketing research carried out?
- Defining the research problem
- Develop a research plan
- Data collection and analysis
- Interpretation and reporting of research results

Location and time

Online, the Moodle learning environment.

Materials

To be announced in the Moodle learning environment.

Teaching methods

NOTE! The course is tailored for those planning to become entrepreneurs or already working as an entrepreneur!

Online delivery in a Moodle environment, independent review of material (recordings, files, etc. related material), completion of exercises as instructed, and completion of the Moodle exam.

Student workload

1 credits = 27h. Lectures, Project work and exams.

Assessment criteria, approved/failed

Approved completion and evaluation of assignments, approved Moodletentt performance (min 50% correct out of maximum marks).

To complete the course, you must:
- Participation in online lectures, other possible activities and (possible seminars)
- completion of group work (or equivalent online assignments).
- Independent study (based on literature)
- Completion of an online exam/automated diagnostic test
Course evaluation:
Course assessment will be based on the following:
- Active participation (20%)
- Performance of group work (50%)
- Final exam (30%)

Content scheduling

According to plan which is given to students in the Moodle learning environment.

Further information

The course has been implemented in the project "Becoming an entrepreneur - learning entrepreneurial skills", co-funded by the European Union.

Evaluation scale

Approved/Rejected

Assessment methods and criteria

Approved completion and evaluation of assignments, approved Moodletentt performance (min 50% correct out of maximum marks).