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