VŠTE:S_MAV Introduction to Marketing Rese - Course Information

S_MAV Introduction to Marketing Research

Extent and Intensity

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

Teacher(s)

Ing. Petra Martíšková, Ph.D. (seminar tutor)

Guaranteed by

Ing. Petra Martíšková, 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: Wed 11:25–12:55 D516, P. Martíšková

Prerequisites

FORMA ( P )
Basic knowledge of Marketing and Statistics.

Course Enrolment Limitations

The course is offered to students of any study field.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40

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

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

Student Workload

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Seminars, Exercises, Tutorial	36
Attendance at lectures + seminars	94
Attendance on Lectures	13
Attendance on Seminars/Exercises/Tutorial/Excursion	13
Total:	156	0

Assessment Methods and Assesment Rate

Presentation 30 %
Project - semestral 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.

• Enrolment Statistics (summer 2018, recent)
  
• Permalink: https://is.vstecb.cz/course/vste/summer2018/S_MAV