S_MAV Introduction to Marketing Research

Vysoká škola technická a ekonomická v Českých Budějovicích
léto 2020
Rozsah
2/2/0. 6 kr. Ukončení: zk.
Vyučující
Ing. Petra Martíšková, Ph.D. (cvičící)
Ing. Marie Slabá, Ph.D. (cvičící)
Ing. Radim Dušek, Ph.D. (pomocník)
Garance
Ing. Marie Slabá, Ph.D.
Katedra cestovního ruchu a marketingu – Ústav podnikové strategie – Rektor – Vysoká škola technická a ekonomická v Českých Budějovicích
Dodavatelské pracoviště: Katedra cestovního ruchu a marketingu – Ústav podnikové strategie – Rektor – Vysoká škola technická a ekonomická v Českých Budějovicích
Rozvrh seminárních/paralelních skupin
S_MAV/S01: Po 11:25–12:55 N004, P. Martíšková
Předpoklady
OBOR ( CAP )
Basic knowledge of Marketing and Statistics.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu opírající se o výstupy z učení
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.
Výstupy z učení
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.
Osnova
  • 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.
Literatura
    povinná literatura
  • BRYMAN, B., BELL, E. Business research methods. 4th ed. Oxford: Oxford University Press, c2015. ISBN 978-0-19-966864-9.
    doporučená literatura
  • 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)
Organizační formy výuky
přednáška
seminář
konzultace
Komplexní výukové metody
frontální výuka
skupinová výuka - kooperace
projektová výuka
kritické myšlení
samostatná práce – individuální nebo individualizovaná činnost
výuka podporovaná multimediálními technologiemi
Studijní zátěž
AktivitaPočet hodin za semestr
Prezenční formaKombinovaná forma
Příprava na seminář, cvičení, tutoriál36 
Work on the team project and its presentation68 
Účast na přednáškách26 
Účast na semináři/cvičeních/tutoriálu/exkurzi26 
Celkem:1560
Metody hodnocení a jejich poměr
Presentation - oral presentation 30 %
Project - semestral (written output) 70 %
Podmínky testu
Successful graduates of the course have to get totally at least 70 points.
Vyučovací jazyk
Angličtina
Informace učitele
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.
Další komentáře
Erasmus.
Předmět je zařazen také v obdobích zima 2016, léto 2017, zima 2017, léto 2018, zima 2018, léto 2019, zima 2019.
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