MBM400A Research for Brand Decisions

• Topics

  Topics

  Good decisions require good information. Therefore, the course starts out with a presentation of basic marketing research principles to make sure that students are able to assess decision relevant information. Further, the course focuses on a number of central brand decisions to improve the ability of students to request and analyze necessary information to improve marketing decisions involving the brand. Students will also be presented common research techniques used to inform brand decisions.

  Themes:

  • Basic Marketing Research Principles
  • Presentations of Concepts and Research Techniques to Support Brand Decisions Involving:
  • Selection of Target Market (Market Segmentation)
  • Brand Positioning
  • Brand Advertising

• Learning outcome

  Learning outcome

  After completing this course, students will:

  • Know basic marketing research principles
  • Be able to initiate and supervise marketing research processes
  • Be able to evaluate information produced by market research
  • Know about central metrics useful for making brand decisions
  • Be familiar with different research designs useful for supporting important brand decisions
  • Know the structure and requirments for a master thesis
  • Be able to develop a research question for a master thesis

• Teaching

  Teaching

  Flipped classroom approach. Group assignments. Only a few plenary sessions.

• Required prerequisites

  Required prerequisites

  A basic background in statistics may come in handy. However, this is not a requirement.

• Requirements for course approval

  Requirements for course approval

  Approval of group assignments.

• Assessment

  Assessment

  There are three different components. One individual multiple choice test (1 hour) (early in the semester). One group term paper (10 pages) and finally one group presentation (15 min) based on the group term paper.

  The individual multiple choice test (1 hour) counts 25%, the group presentation (15 min) counts 25% and the written group term paper (10 pages) counts 50%.

  In accordance with the information given in the lectures the Multiple choice test will be carried out as follows:

  The grades on the MC are calculated based on points 100 points is the maximum score, if you are a candidate who lacks 5 points or less to achieve a better grade will be offered a chance to gain the additional points in an oral examination. By accepting this offer, the candidate forfeits the right to appeal the grade on the multiple choice test.

• Grading Scale

  Grading Scale

  Grading scale A-F

• Computer tools

  Computer tools

  None.

• Semester

  Semester

  Autumn

• Literature

  Literature

  Students get access to the course material on itslearning. An alternative to the available course material is the following text book:

  Dawn Iacobucci (2013): Marketing Models: Multivariate Statistics and Marketing Analytics, South-Western, Cengage Learning