VŠTE:S_MAV Introduction to Marketing Rese - Course Information

S_MAV Introduction to Marketing Research

Extent and Intensity

2/2/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Petra Martíšková, Ph.D. (seminar tutor)
Ing. Marie Slabá, Ph.D. (seminar tutor)
Ing. Radim Dušek, Ph.D. (assistant)

Guaranteed by

Ing. Marie Slabá, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice

Timetable of Seminar Groups

S_MAV/S01: Mon 11:25–12:55 N004, P. Martíšková

Prerequisites

OBOR ( CAP )
Basic knowledge of Marketing and Statistics.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives supported by learning outcomes

The aim of this course is to provide students fundamental information of marketing research and also to clarify the procedures, methods and techniques of marketing research, marketing research application possibilities in different areas and, last but not least, part of the process of marketing research. Successful graduates of the course can create, process and present the results of marketing research. The attention is also paid to the ethics in research.
This course can be considered as the good starting point for writing an empirical part of bachelor/master thesis.

Learning outcomes

Students are able:
to explain the importance of marketing research;
to describe steps of marketing research process;
to collect primary data;
to process and analyse collected data;
to prepare a presentation of their research results;
to pay attention to the ethics in their research project.

Syllabus

• 1. Importance of marketing research, marketing research process.
  2. Secondary and primary data. Quantitative and qualitative research.
  3. Collection of primary data.
  4. Questionnaire design.
  5. Data processing and data analysis, presentation of results.
  6. Ethics in research.
  7. Work on a team project in the field of marketing research under the supervision of a tutor.
  8. Work on a team project in the field of marketing research under the supervision of a tutor.
  9. Work on a team project in the field of marketing research under the supervision of a tutor.
  10. Work on a team project in the field of marketing research under the supervision of a tutor.
  11. Work on a team project in the field of marketing research under the supervision of a tutor.
  12. Presentation of team projecta in the field of marketing research.
  13. Presentation of team projecta in the field of marketing research.

Literature

required literature
• BRYMAN, B., BELL, E. Business research methods. 4th ed. Oxford: Oxford University Press, c2015. ISBN 978-0-19-966864-9.

recommended literature
• SAUNDERS, M., LEWIS, P., THORNHILL, A. Research methods for business students. 6th ed. Harlow: Pearson, c2012. ISBN 978-0-273-75075-8.
• GREENER, S., MARTELLI, J. An Introduction to Business Research Methods. 2nd ed. c2015. (retrieved from bookboon.com - free download)

Forms of Teaching

Lecture
Seminar
Consultation

Teaching Methods

Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies

Student Workload

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Seminars, Exercises, Tutorial	36
Work on the team project and its presentation	68
Attendance on Lectures	26
Attendance on Seminars/Exercises/Tutorial/Excursion	26
Total:	156	0

Assessment Methods and Assesment Rate

Presentation - oral presentation 30 %
Project - semestral (written output) 70 %

Exam conditions

Successful graduates of the course have to get totally at least 70 points.

Language of instruction

English

Further comments (probably available only in Czech)

General note: Erasmus.

Teacher's information

Organization of the course:

1. The first 6 weeks of the term have a form of frontal teaching.

2. In the following 5 weeks students individually work on a project and can consult the progress of the project exclusively with the teacher of their seminar group. The project is designed in groups and submitted in a written electronic form through the Information system of ITB by the end of the 11th week of the term. The same procedure applies to the project submitted in the form of MS PowerPoint. The aim of the project is practical verification of the gained theoretical knowledge. The topic of the project is assigned to students at the beginning of the term.

3. In the last 2 weeks, the project is presented and defended in front of the group of students according to a binding timetable for submission and presentation of seminar works given by the teacher. The maximum allowable absence at presentations is 1.

4. To complete the course successfully, it is necessary to achieve 70 % of the overall rating.

Class attendance at all forms of study is ruled by a separate internal norm of ITB (Evidence of attendance of students at ITB). Attendance for full-time students is obligatory, except of the lectures, these students have to attend 70 % of classes.

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