Marketing Research and Planning (5cr)

Objective

The student knows the principles of marketing research and can apply the results in business planning..

Content

Central concepts and methods of marketing research; working out a questionnaire, conducting a survey and analysing the data, conclusions and marketing planning/plan based on the results of the survey.
Central concepts and theories of marketing planning and marketing tool strategies.

Assessment criteria, satisfactory (1)

Satisfactory

The student is able to carry out small simple surveys with assistance and knows the basic theory and methods of marketing research and planning.

Assessment criteria, good (3)

Good

The student is able to carry out small surveys with minimum assistance and knows the main theory and methods of marketing research and planning.

Assessment criteria, excellent (5)

Excellent

The student is able to carry out small surveys independently and has a good command of main theory and methods of marketing research. He/she understands the significance of marketing research in decision making and planning in business.