Marketing Strategy Research


Aims

  • To appreciate and understand the potential contributions of marketing strategy research models to marketing decisions.
  • Be able to translate marketing management problems into appropriate marketing strategy research models.
  • To develop a critical eye for marketing research, being able to judge strengths and weaknesses of marketing strategy models.
  • Have a working “hands-on” experience with marketing strategy research techniques.
  • Be able to use (multivariate) statistical methods to support strategic marketing decisions.

Information

This course will focus on quantitative aspects of marketing research and how using quantitative tools can help managers address substantive marketing problems such as new product design, market segmentation and positioning. Also, the course aims to enhance students' understanding of how marketing variables such as price, advertising and sales force affect market share and sales, and how to develop marketing strategies based on quantitative analysis. Using a blended learning approach, the course tries to balance technicalities with marketing insights. Overall, the course is intended to make students well-informed users of marketing research, not becoming methodological experts.

 

Assessment

Mixed form(100%)

Individual Assignments (60%) and Exams (40%)

Materials

  • Malhotra, N.K. & Birks, D.F. (2008), Marketing Research: An applied approach. Pearson Education, 3rd European edition.
  • Class slides and research papers to be announced on Blackboard in due time.