International Marketing Research

Module Code
1104
Module Coordinators
Prof. Dr. Jan Freidank
Teachers
Prof. Dr. Jan Freidank
Learning Objectives

Students shall understand fundamental methodologies and concepts of market research in an international environment. They shall be able to apply quantitative and qualitative methods to real life business cases, as well as to interpret the results of marketing research and to formulate conclusions.

Contents
  • goals of market research
  • marketing research in the international environment
  • design and use of research instruments;
  • data analysis skills: qualitative tools
  • interpretation of information
  • formulation of research findings and implications
Expertise
COM_THM_ORGANIZER_TWO_STARS
Method Competence
COM_THM_ORGANIZER_THREE_STARS
Social Competence
COM_THM_ORGANIZER_TWO_STARS
Self Competence
COM_THM_ORGANIZER_THREE_STARS
Duration in Semester
1
Instruction Language
English
Total Effort
6 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
4
Requirements for the awarding of Credit Points
  • TL1 end-of-term test (90 min.) (50%),
  • TL2 presentation (50%)
Availability
Yearly
References
  • Malhotra, N.: Marketing Research
  • McDaniel, C., Gates, R., Marketing Research
  • Herrmann, A., Homburg, C., Marktforschung