Curricula

Objective

This course is designed to give you a comprehensive understanding of marketing principles, strategies, and practices in an academic context. You have the necessary knowledge and skills to excel in academic research and the practical application of marketing principles in a professional context. You gain a profound understanding of fundamental marketing concepts, principles, and theories and their significance in marketing and academia. You develop the ability to apply ethical and responsible marketing practices, considering marketing decisions in social, environmental, and cultural impact and develop proficiency in designing and executing marketing research, encompassing data collection, analysis, and interpretation to make well-informed marketing decisions. You apply theoretical knowledge to your specific areas of research interest and gain insights into specialized marketing areas such as international, retail, and sustainable marketing. You enhance research skills and the ability to present academic findings effectively. You focus on data-driven, digital, green, growth, innovation, and other intriguing marketing phenomena based on your interest.

The competences to develop in this course are learning to learn and ethics.

Learning to learn
You recognize and evaluate personal strengths and areas that require improvement in the learning process. You utilize appropriate learning methods and tools that align with your preferences and optimize your learning experience in research design, methodologies, theoretical integration, and application. You actively seek, acquire, and critically assess information from reputable and credible sources, ensuring the reliability and relevance of information used in marketing studies and decision-making. These competencies empower students to become proactive and efficient learners in Marketing Management.

Ethics
You take responsibility for personal actions and their consequences, reflecting on them within the framework of ethical principles and values and advocate for and actively promote principles of equality and non-discrimination in all marketing research practices and decision-making. You demonstrate an understanding of the principles of responsible research conduct and adhere to them in all aspects of marketing research, ensuring ethical integrity in research activities. These ethics competencies are vital for fostering ethical behaviour and practices in marketing management.

Content

Introduction to Marketing Research, Marketing Research Process, Methodology, Data Analysis and Reporting.

Qualifications

This academic track is designed to accommodate students in the second year of the IB bachelor's degree programme.

Assessment criteria, satisfactory (1)

Sufficient (1):
You demonstrate an awareness of utilizing appropriate learning methods and tools that align with your preferences and sufficiently optimize your learning experience in research design, methodologies, theoretical integration, and application. You possess the ability to conduct reviews of academic literature within your research field, and exhibit a grasp of the firmly established principles governing responsible research conduct. You improve your utilization of information technology for report and presentation preparation but there are issues with compliance with Jamk reporting instructions.

Satisfactory (2):
You understand how to appropriately utilize learning methods and tools that align with your preferences and satisfactorily optimize your learning experience in research design, methodologies, theoretical integration, and application. You possess the ability to conduct reviews of academic literature within your research field, and you exhibit a satisfactory understanding of established principles governing responsible research conduct. You have some deficiencies in utilization of information technology for report and presentation preparation and compliance with Jamk reporting instructions.

Assessment criteria, good (3)

Good (3):
You exhibit a comprehensive understanding of how to utilize learning methods and tools that align with your preferences and optimize your learning experience in research design, methodologies, theoretical integration, and application. You possess the ability to conduct reviews of academic literature within your research field, and exhibit a good understanding of established principles governing responsible research conduct. You know how to utilize information technology for report and presentation preparation and comply with Jamk reporting instructions with minor issues.

Very good (4):
You demonstrate a profound understanding of appropriately utilizing learning methods and tools that align with your preferences and optimize your learning experience in research design, methodologies, theoretical integration, and application. You possess the ability to conduct reviews of academic literature within their research field, and exhibit an excellent understanding of established principles governing responsible research conduct. You excellently utilize information technology for report and presentation preparation and compliance with Jamk reporting instructions.

Assessment criteria, excellent (5)

Excellent (5)
You demonstrate an exceptional understanding of appropriately utilizing learning methods and tools that align with your preferences and optimize your learning experience in research design, methodologies, theoretical integration, and application. You possess the ability to conduct reviews of academic literature within your research field, and exhibit an extraordinary understanding of established principles governing responsible research conduct. You exceptionally utilize information technology for report and presentation preparation and comply with Jamk reporting instructions.

Materials

The teacher will supplement the course materials with book chapters, case studies, and research articles to facilitate learning.