Curricula

Objective

The student knows and understands the theories, models and concepts of marketing research. The student understands the importance of marketing research in strategic planning and management. The student is able to utilize marketing research in strategic planning and management. The student is able to develop a marketing research design, to select appropriate methods and to justify the decisions. The student is able to make a research report and present the results.

Content

The role of marketing research in decision making process, defining the marketing research problem, research design, qualitative and quantitative research, data collection, analysis and reporting. Research applications.

Qualifications

The basics of marketing

Assessment criteria, satisfactory (1)

Sufficient 1
The student identifies the research process insufficiently. To create a research design is challenging for the student and he/she needs guidance. The student is not able to carry out a marketing research project nor a report independently. The student is not able to communicate the main results. The student is not active in co-operation. The student is not able to evaluate his/her own skills.

Satisfactory 2
The student masters the research process to some extent. To create a research design is challenging for the student. The student is not able to carry out a marketing research project or a report independently nor comprehensively. The student is not able to communicate the main results. The student is not active in co-operation. The student evaluates insufficiently his/her own skills..

Assessment criteria, good (3)

Good 3
The student understands the role of marketing research in marketing decision making. The student masters the research process and is able to apply it to solve marketing problems. The student is able to create a research design for a specific need. The student is able to carry out a marketing research project. The student is able to produce a report and communicate the main results. The student is quite active in co-operation. The student evaluates realistically his/her own skills.

Very Good 4
The student understands the role of marketing research in strategic planning and management. The student masters the research process and understands the suitability of different research designs for various research problems. The student is able to create a research design for a specific need. The student is able to carry out a marketing research project in a reasoned manner. The student is able to produce a reliable report and communicate the results explicitly. The student is actively involved in co-operation. The student evaluates diversely his/her own skills.

Assessment criteria, excellent (5)

Excellent 5
The student understands the role of marketing research in strategic planning and management. The student masters the research process comprehensively and understands the suitability of different research designs for various research problems. The student is able to create a research design for a specific need showing academic competence and creativity. The student is able to carry out a marketing research project in a reasoned and creative manner. The student is able to produce a reliable and valid report and communicate the results explicitly. The student is actively involved in co-operation and he/she has a positive attitude. The student evaluates diversely his/her own skills.