VŠTE:MAV Marketing Research - Course Information
MAV Marketing Research
Institute of Technology and Business in České Budějovicewinter 2015
- Extent and Intensity
- 1/1. 2 credit(s) (plus 2 credits for an exam). Type of Completion: zk (examination).
- Guaranteed by
- doc. Ing. Zuzana Rowland, MBA, PhD.
Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Study Department – Vice-Rector for Study Affairs – Rector – Institute of Technology and Business in České Budějovice - Prerequisites
- OBOR(CAP)
Basic knowledge of Marketing and Statistics. - Course Enrolment Limitations
- The course is also offered to the students of the fields other than those the course is directly associated with.
- fields of study / plans the course is directly associated with
- Business Administration and Management (programme VŠTE, EM)
- Course objectives supported by learning outcomes
- The aim of the subject 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.
- Syllabus
- 1. Introduction to marketing research, information system, research process and research questions.
2. Secodanry data, database, and marketing information system.
3. Quantitative research, quantification and measurement of qualitative research.
4.Observation, experiment and market testing.
5. Data processing and data analysis, application of mathematical and statistical methods, presentation of results.
6. Questionnaire and its structure, styling and scaling issues.
7. Specific types of marketing research - promotion, pricing, new products, distribution channels research, segmentation research.
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. Work on a team project in the field of marketing research under the supervision of a tutor.
13. Presentation of team projecta in the field of marketing research.
- 1. Introduction to marketing research, information system, research process and research questions.
- Literature
- required literature
- KOZEL, Roman, Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vydání. Praha: Grada Publishing, a.s., 2011, 304 pp. ISBN 978-80-247-3527-6. info
- recommended literature
- KOZEL, R. a kol. Moderní marketingový výzkum. Praha : Grada Publishing a.s., 2006. ISBN 80-247-0966-X.
- STUCHLÝ, J. Marketingový výzkum. Studujní opora pro KS. VŠTE České Budějovice 2011 (v elektronické podobě)
- KOZEL, Roman. Moderní marketingový výzkum : nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. In Expert. 1. vyd. Praha: Grada, 2006, 277 pp. Expert. ISBN 80-247-0966-X. info
- BRADLEY, Nigel. Marketing research : tools and techniques. 2. vyd. New York: Oxford University Press, 2010, 527 pp. ISBN 978-0-19-956434-7. info
- MISHRA, M. N. Modern Marketing Research. New Delhi: Himalaya Publishing House, 2008, 355 pp. ISBN 978-81-8488-098-4. info
- Forms of Teaching
- Lecture
Exercise
Consultation
Teaching Block - lecture - Teaching Methods
- Frontal Teaching
Project Teaching
Brainstorming
Critical Thinking
Teaching Supported by Multimedia Technologies
- Student Workload
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation for Seminars, Exercises, Tutorial 2 4 Questionnaire preparing 10 10 Project presentation processing 5 5 Project processing 15 15 Research report processing 8 8 Attendance on Lectures 12 Attendance on Seminars/Exercises/Tutorial/Excursion 10 Total: 52 52 - Assessment Methods and Assesment Rate
- Presentation 10 %
Questionnaire processing 20 %
Team project processing 50 %
Research report processing 20 % - Exam conditions
- Grading of the course:
- Questionnaire processing - max. 20 points
- Team project processing - max. 50 points
- Research report processing - max. 20 points
- Project presentation - max. 10 points
Scale: A 100 – 98, B 97,99 – 91, C 90,99 – 80, D 79,99 – 73, E 72,99 – 70, X 69,99 – 30, F 29,99 - 0. - Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course is taught: every week.
- Enrolment Statistics (recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2015/MAV