735327 Market research and market analysis
- Type
- Lecture and exercise
- Semester hours
- 2
- Lecturer (assistant)
- Organisation
- Offered in
- Sommersemester 2023
- Languages of instruction
- Deutsch
- Content
-
(1) General
The course is dedicated to market research and market analysis and is divided into two parts. In the lecture part, central methods and concepts are explained, which are applied in the exercise part by means of a real market research project.
(2) Course content
+ Market research and market analysis in the context of innovation
+ Methods of market research and market analysis (data collection, data evaluation and interpretation)
Content requirements
(expected knowledge)
- Previous knowledge expected
-
Expected knowledge: Fundamentals of Marketing, basics of statistics, basic computer skills (if possible SPSS)
- Objective (expected results of study and acquired competences)
-
Through this course, students should be able to use scientific methods to conduct market analysis for a specific product, company, association or, for example, a specific region, which can serve as a basis for economic or economic policy decisions. At the end of the course, students should be able to:
1) Explain the importance of market research and market analysis in the context of innovation
2) Apply methods of market research and market analysis (e.g. qualitative, quantitative, questionnaire and experimental methods)
3) Assess the possibilities and limitations of using market research in the context of innovation.
You can find more details like the schedule or information about exams on the course-page in BOKUonline.