Infopaket

Marketing research

ВБ1.2

Вибіркова дисципліна для ОП

First

2023/2024

4 Semester

4

1.1 Know the methodological foundations of marketing research, the structure and essence of each component of the methodological and procedural sections of the research program. 1.2 Know the quantitative and qualitative methods of obtaining primary empirical information, their features, tools and techniques for applying methods in marketing research. 2.1 Be able to develop a program of marketing research, its methodological and procedural section, research work plan; research calculation. 2.2 Be able to develop conclusions and practical recommendations based on the results of marketing research; prepare a final report on the results of marketing research.

Full-time form

1. Know the conceptual and categorical apparatus of marketing theories. 2. Know the methods of collecting information in sociology. 3. Know the methods of data collection and analysis in sociology.

І. The concept of marketing information system and marketing research. Research strategy. Topic 1. Concepts and types of marketing research. Topic 2. The concept and types of marketing strategy. Topic 3. Marketing research plan. ІІ. Areas of research in marketing. Topic 4. Cargo. Topic 5. Price. Topic 6. Accommodation. Topic 7. Advertising. ІІІ. Methods of collecting information in marketing research. Topic 8. Focus group methods and case study, the specifics of their use in marketing research. Topic 9. Panel design in marketing research. Topic 10. In-depth interview. Topic 11. Quantitative methods of collecting information. IV. Methods of data analysis. Final report of the study. Topic 12. Mathematical analysis of marketing research data. Final report.

1. Bliznyuk SV Marketing in Ukraine: problems of formation and development.- Kyiv: Polytechnic - 2009, 384p. [Pages 3-40] 2. Kotler F. Marketing 4.0. From traditional to digital. - К: KM-Books, 2018 - 208. [Pages 12-19] 3. Thompson Derek. Hitmakers. The science of popularity and competition for attention. Kyiv: Yakaboo Publishing.2020 - 288 p. [Pages 31-77] 4. Rice El. Marketing Wars - Kharkiv: Ranok Publishing House: Fabula, 2019 - 240 p. [Pages 5-29]

Lecture, practical classes, individual work

1. Answers to practical classes LR1.1, LR1.2, LR2.1, LR2.2 - 13 points / 20 points 2. Tests 1 LR1.1, LR1.2, LR2.1 - 15/24 points (3 works of 5 minimum or 8 maximum points for each) 3. Presentation of the project РН1.1, РН 1.2, РН 2.1, РН2.2 - 4 points / 8 points 4. Performing individual work during the semester РН1.1, РН 1.2, РН 2.1, РН2.2 - 4 points / 8 points final assessment - exam (LR1.1, LR1.2, LR2.1, LR2.2)

ukrainian