Marketing ResearchLaajuus (5 op)

Osaamistavoitteet

This course focuses on an understanding the purpose and the importance of marketing research for tourism marketing management decisions and on the process of marketing research, research methods and their practical applications. After completing the course the students will be able to plan, conduct and report marketing research and its findings and to use marketing research in the decision making processes.

After completing the course, the students will be able to:
Describe the marketing research process and its role in management and marketing decision making processes in the field of tourism business.
Design a marketing research plan including all necessary steps.
Choose appropriate methods and techniques for marketing research and market surveys.
Execute a tourism marketing research project in a team.
Draw up a marketing research report and communicate the findings

Sisältö

What are the role and scope of marketing research and market surveys in tourism management and marketing decision making?
What are the targets and use of marketing research in the field of tourism?
What does the marketing research process include and what are the stages and steps of a successful marketing research process?