General Information
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Target Audience
Students interested in issues regarding data-driven marketing and marketing analytics.
Format
The course consists of regular lectures, guest speakers lecture, case studies, in-class exercises, individual and group assignments.
Course Mission
The goal is to familiarize students with the fundamentals of marketing research and enhance their abilities to define and solve marketing problems. By the end of the course, students should:
- Be able to translate management problems into well-defined marketing research questions.
- Have a working understanding of the main marketing research methods and data, their scope and limitations; know how to select the appropriate method(s) for the problem at hand.
- Know how to interpret the results and utilize them to formulate data-driven marketing strategies.
Course Scope
Marketing research is an organized way of collecting and analyzing data about customers for marketing decision making purposes. As a central basis for decision-making, it is critical for marketing managers to be able to specify what needs to be studied, how to study it, and how to interpret the results. Following the principles of marketing research, the course is divided into the following sections: defining the problem, formulating research design, collecting data, analyzing data, and presenting findings. Students will get a hands-on experience in each step of the marketing research process. Throughout the course, we will use a combination of lectures, case discussions, and hands-on exercises.
Evaluation and Grade Breakdown
| Component | Due Date | Weight |
|---|---|---|
| Class Participation | Ongoing | 15% |
| Group Assignments | TBC | 35% |
| Final Assessment | TBC | 50% |
Required Resources
Online course package and various required readings.