MBM400A Research for Brand Decisions

• Topics

  Brand 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:
  • Brand Positioning
  • Brand Advertising
  • Brand Extensions

• 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 requirements for a master thesis
  • Be able to develop a research question for a master thesis

• Teaching

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

• Required prerequisites

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

• Requirements for course approval

  Approval of group assignments.

• Assessment

  There are three different components. One individual multiple choice test (1 hour) (early in the semester). Furthermore, students that are marginally below a higher grade level on the multiple choice test are allowed an opportunity to argue their case for one of the wrong answers. If they make good sense, they will be given the extra points needed for a better grade. For those who choose to take the opportunity to argue for extra points will forfeit the right to appeal the grade on this assessment element.

  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%.

• Grading Scale

  Grading scale A-F

• Computer tools

  None.

• Literature

  Students get access to the course material on itslearning. An alternative (but not required) to the available course material is the following text book:

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