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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Klapalová Alena, doc. Ing. Ph.D.
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Course content
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Marketing analyzes and their importance for marketing management Marketing information system and knowledge management Importance of marketing research for managers´decision making The humane side of marketing research: organizational and ethical issues The process of marketing research and problem definition Exploratory research and qualitative analysis Primary and secondary data Fieldwork, design and sampling processes Quantitative research and questionnaire design. Consumer behavior and measurement of consumer attitudes Editing, coding, data analysis, marketing analysis. Marketing research on international markets CRM and database marketing
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Learning activities and teaching methods
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Lecturing, Teamwork, Analysis of a presentation, E-learning
- Preparation for examination
- 30 hours per semester
- Term paper
- 31 hours per semester
- Participation in classes
- 39 hours per semester
- Preparation for course credit
- 20 hours per semester
- Home preparation for classes
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge at the level of courses of Marketing I, Applied Statistics I, Microeconomics I, Management I |
| Knowledge at the level of courses of Marketing I, Applied Statistics I, Microeconomics I, Management I |
| learning outcomes |
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| vysvětlit a používat marketingovou terminologii |
| vysvětlit a používat marketingovou terminologii |
| využívat efektivně prvky marketingového plánování k začlenění do SWOT analýzy a tvorbu marketingového mixu. |
| využívat efektivně prvky marketingového plánování k začlenění do SWOT analýzy a tvorbu marketingového mixu. |
| využívat efektivně marketingový informační systém |
| využívat efektivně marketingový informační systém |
| aplikovat společenskovědní teorie relevantní pro etické principy pro marketingového výzkumu a chování spotřebitelů |
| aplikovat společenskovědní teorie relevantní pro etické principy pro marketingového výzkumu a chování spotřebitelů |
| pochopit koncepty a techniky marketingového výzkumu pro řešení marketingových problémů. |
| pochopit koncepty a techniky marketingového výzkumu pro řešení marketingových problémů. |
| to explain and use marketing terminology |
| to explain and use marketing terminology |
| to use effectively the elements of marketing planning to incorporate into the SWOT analysis and the creation of the marketing mix. |
| to use effectively the elements of marketing planning to incorporate into the SWOT analysis and the creation of the marketing mix. |
| to use the marketing information system effectively |
| to use the marketing information system effectively |
| to apply social science theories relevant to ethical principles for marketing research and consumer behavior |
| to apply social science theories relevant to ethical principles for marketing research and consumer behavior |
| to understand marketing research concepts and techniques for solving marketing problems. |
| to understand marketing research concepts and techniques for solving marketing problems. |
| Skills |
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| navrhnout metody a techniky marketingového výzkumu |
| navrhnout metody a techniky marketingového výzkumu |
| sestavit dotazník spotřebitelského průzkumu |
| sestavit dotazník spotřebitelského průzkumu |
| posoudit, kdy použít kvalitativní a kvantitativní výzkum |
| posoudit, kdy použít kvalitativní a kvantitativní výzkum |
| navrhnout, jak řešit problémy mezi manažery a výzkumníky |
| navrhnout, jak řešit problémy mezi manažery a výzkumníky |
| efektivně využívat marketingový informační systém |
| efektivně využívat marketingový informační systém |
| to propose methods and techniques of marketing research |
| to propose methods and techniques of marketing research |
| to compile a consumer survey questionnaire |
| to compile a consumer survey questionnaire |
| to assess when to use qualitative and quantitative research |
| to assess when to use qualitative and quantitative research |
| to suggest how to solve problems between managers and researchers |
| to suggest how to solve problems between managers and researchers |
| to use the marketing information system effectively |
| to use the marketing information system effectively |
| teaching methods |
|---|
| Knowledge |
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| Lecturing |
| Lecturing |
| E-learning |
| E-learning |
| Analysis of a presentation |
| Teamwork |
| Analysis of a presentation |
| Teamwork |
| assessment methods |
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| Composite examination (Written part + oral part) |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Composite examination (Written part + oral part) |
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Recommended literature
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BRACE, I. Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. Kogan Page Limited, 2013. ISBN 978-0-7494-6779-1.
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HAGUE, P. N, HAGUE, N. MORGAN, C. Market Research in Practice: How to Get Greater Insight From Your Market. Kogen Page Limited, 2013. ISBN 978-0749468644.
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CHURCHILL, G. A. Marketing research : methodological foundations. Mason, Ohio: Thomson/South-Western,, 2005. ISBN 0-324-20160-5.
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KUMAR, V., AAKER, D. A., DAY, G. S. Essentials of Marketing Research. New York: Wiley, 2009. ISBN 9780470506325.
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WILSON, A. M. Marketing Research: an integrated approach. New York: Prentice Hall/Financial Times, 2006. ISBN 0-273-69474-X.
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