Marketing research

Course: Sociological support for management processes

Structural unit: Faculty of Sociology

Title
Marketing research
Code
ВБ1.2
Module type
Вибіркова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2021/2022
Semester/trimester when the component is delivered
4 Semester
Number of ECTS credits allocated
4
Learning outcomes
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.
Form of study
Full-time form
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
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]
Planned learning activities and teaching methods
Lecture, practical classes, individual work
Assessment methods and criteria
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)
Language of instruction
ukrainian

Lecturers

This discipline is taught by the following teachers

Ellianna Stanislavivna Kovtunenko
Methodology and Methods of Sociological Research
Faculty of Sociology

Departments

The following departments are involved in teaching the above discipline

Methodology and Methods of Sociological Research
Faculty of Sociology