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Department of Business and Economics
Bachelor

Marketing Research

Module:  8a-d: Marketing II
Lecturer: Dr. Sören Köcher
Scope / Credits: 4 SWS / 7,5 Credits
Course type: Lecture and exercise
Language: German
Exam: Written exam

Contents overview

Lecture

Character of the course

  • Business administration focus module 8/9, joint written exam with the exercise on market research, exam in the form of a 90-minute written exam.

Teaching objectives

  • Gain insight into the interplay of information acquisition and processing in marketing management.
  • Develop a basic understanding of concepts and methods of marketing research and marketing planning based on them.
  • Ability to identify appropriate analytical methods for typical marketing tasks.

Recommended reading

  • Homburg, Christian (2012): Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, Gabler Verlag, 6th ed. (older edition also possible).

Didactic conception

Lecture, discussion in the auditorium and demonstration of illustrative material. To facilitate the preparation of a transcript, a set of slides reflecting the contents of the lecture will be provided. Basic and supplementary literature will be mentioned in the course.

Marketing Research - Exercise

Character of the course

Examination of tasks and methods of data collection and data analysis in marketing.

Teaching objectives

Mastery of multivariate analysis methods and application of empirical methods to solve business problems in the marketing field.

Recommended reading

  • Backhaus, Erichson, Plinke, Weiber (2011): Multivariate Analysemethoden, 13th edition, Springer-Verlag (older edition also possible).

Course content:

  • Introduction
  • Regression analysis
  • Analysis of variance
  • Factor analysis
  • Cluster analysis
  • Conjoint analysis

Registration for the course via LSF is not possible. All documents for the course can be found in the Moodle room "Marketingforschung".

Time and place

  • Kick-Off: Monday, 9.10.2023, 12-14 pm c.t. in Hörsaalgebäude II - HS 7
  • Lecture: Monday, 12 -14 pm c.t., Hörsaalgebäude II - HS 7
  • Excercise: Friday, 12-14 pm c.t., Chemie - HS2

Contact person

Dr. Sören Köcher