Marketing Research (5op)

Osaamistavoitteet (Opintojakso)

This course is an introduction to marketing research. It focuses on developing research plans, implementing the plans, analyzing data and reporting findings to management so that marketing decisions can be made.

After completing the course, the students will be able to:

Describe the marketing research process and its role in decision-making process.
Design a marketing research plan, aligned with the research problem.
Execute a simple marketing research project.
Communicate the research findings clearly and accurately, both verbally and in writing.
Act as an active and responsible member of a research team, to ensure successful completion of the research project.

Sisältö (Opintojakso)

What is the scope of marketing research in management decision making?
What are the main research techniques employed in gathering information concerning marketing activities?
How is a successful research project planned, managed and conducted?

Tenttien ja uusintatenttien ajankohdat

First exam during class hours week 8. Resits on general exam dates, will be announced later.

Arviointimenetelmät ja arvioinnin perusteet

Research project 70%. Exam 30%.
Note: Project planning, team performance and final project report will be part of the Project Management course 3B-6E final grade.

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

contact teaching
exercises
practical work / research project

Oppimateriaalit

Brown,T.J. & Suter,T. MR. 2012. Mason,USA: South-Western Cengage Learning

Opiskelijan ajankäyttö ja kuormitus

The course is 5 credits meaning 135 hours of student work altogether. Contact teaching and consultation will be about 45 hours. Students' individual work is about 90 hours. Hence, it should be noticed that a great part of the course work is done outside the class hours both independently and in team meetings and the students are required to commit to the teamwork.
The detailed course plan will be introduced on the first class.

Sisällön jaksotus

Length of the course is two periods. 3rd period: basic theories and concepts of marketing research, planning of the research project.
4th period: executing, analysing and reporting the research project.
The course contains a mandatory information retrieval lesson with an individual exercise (literature review).
As part of the Project management course 3B-6E students will write a detailed project plan and final project report for the research project. Teacher in Project Management will steer the teams personally and evaluate the project work as part of course 3B-6E.
Statistics course 3B-9E is also closely linked into this course giving necessary competences in data-analysis.

Toteutuksen valinnaiset suoritustavat

None

Harjoittelu- ja työelämäyhteistyö

Student teams will acquire a business company to be their customer in the practical marketing research project and work in close cooperation with the company throughout the whole process.
It is recommended that the student teams would continue with the company they have worked during the course Introduction to Marketing 3B-5E.

Lisätietoja opiskelijoille

NOTE that the whole small team continuing from Introduction to Marketing must enroll the same implementation of Marketing Research.
Further information
Tuula Andersson
tel. 040 800 4271
tuula.andersson@tamk.fi
Prerequisites:
Introduction to marketing (3B-5E) or equivalent.
Business Mathematics and Statistics (3B-9E) or equivalent.

Arviointikriteerit - hylätty (0) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

Student has not achieved the objectives of the course even sufficiently or is unable to deliver the exercises.
The research project (teamwork) is not accepted or remains on the level 1.

Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of marketing research. Student recognizes, is able to determine and use the concepts and models of marketing research.
The grade of the team project remains on the level 1 - 2.

Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of marketing research well and is able to conduct reasoned analysis. The grade of the team project is 3 - 4.

Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of marketing research in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. The grade of the team project is 4 - 5 and the individual exercises as well as participation in the class are grade 5.