Marketing Research

Course: Management of Organizations

Structural unit: Faculty of Economics

Title
Marketing Research
Code
ВК 3.2.5.
Module type
Вибіркова дисципліна для ОП
Educational cycle
First
Year of study when the component is delivered
2022/2023
Semester/trimester when the component is delivered
5 Semester
Number of ECTS credits allocated
5
Learning outcomes
PLO 6. Demonstrate the skills of searching, collecting and analyzing information, calculating indicators and justifying management decisions. PLO 15. Demonstrate the ability to act socially responsibly and socially conscious on the basis of ethical considerations (motives), respect for diversity and interculturality.
Form of study
Full-time form
Prerequisites and co-requisites
1. Know: principles of economic theory, microeconomics, macroeconomics, statistics for economists, finance, management of organizations, marketing, enterprise economics, managerial decision making. 2. Possess the skills: analysis, synthesis, processing and visualization of statistical data, work with the normative-legal base; use Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.
Course content
Мodule 1. Theoretical principles of the process of planning and organization of marketing research. Goals, objectives and principles of marketing research (MD). ESOMAR Code of Ethics. The essence of the survey method. Types of questionnaire survey. Types of observations. The essence of the experiment and its varieties. Panel studies. Focus group method. Expert survey: organization, stages of conducting, types. Innovative marketing research methods. Models of decision-making processes by consumers regarding the purchase of goods. Factors of internal and external influence on the process of the consumer making a purchase decision. Мodule 2. Practical aspects of the process of marketing research. Methods of office and field research. Support technology representativeness of information in marketing research. Types and types of samples in marketing research. Measurement technologies in marketing research. Methods of developing and compiling a questionnaire. SWOT analysis as a tool for forming the optimal marketing strategy of the enterprise. Demand forecasting methods.
Recommended or required reading and other learning resources/tools
1. Жегус О. В. Маркетингові дослідження : навчальний посібник / О.В. Жегус, Т.М. Парцирна ; ФОП Іванченко І.С. – Х., 2016. – 237 с. 2. Маркетингові дослідження : навч. посіб. / Безугла Л.С., Ільченко Т.В., Юрченко Н.І. [та ін.]. – Дніпро: Видавець Біла К.О., 2019. – 300 с. 3. Маркетингові дослідження. Підручник / Н. С. Косар, О. Б. Мних, Є. В. Крикавський, С. В. Леонова. Львів : Видавництво Львівської політехніки, 2018. 460 с. 4. Полторак В.А., Тараненко І.В., Красовська О.Ю. Маркетингові дослідження. К. : Центр навчальної літератури, 2017. – 342 с. 5. Старостіна А. О. Маркетингові дослідження національних і міжнародних ринків: підруч. / А. О. Старостіна. – К. : ТОВ «Лазарит-Поліграф», 2012. – 480 с.
Planned learning activities and teaching methods
Information-traditional with elements of problem-oriented learning: lectures, seminars, independent work, consultations, performance of individual-calculation tasks, analysis of practical situations, performance of creative tasks
Assessment methods and criteria
1. Oral questioning, discussion (LO 1; 2.1; 3.1; 3.2) - 10 points / 6 points; 2. Execution of creative and calculation-analytical tasks (LO 2.1-2.3; 3.1; 3.2) - 20 points / 12 points; 3. Testing (LO 1; 2.1; 2.2) - 20 points/12 points; 4. Modular control work (2 MCWs, 10 points each max) (LO 1; 2.1-2.3.1; 3.2; 4) - 20 points / 12 points; 5. Independent work (2 written work, 5 points max. each) (LO 1; 2.1-2.3; 3.2; 4) - 10 points / 6 points; 6. Final control work (LO 1; 2.1-2.3; 4) - 20 points / 12 points. The final assessment is carried out in the form of a written control work.
Language of instruction
Ukrainian

Lecturers

This discipline is taught by the following teachers

Svitlana Firsova
Department of Innovation and Investment Management
Faculty of Economics

Departments

The following departments are involved in teaching the above discipline

Department of Innovation and Investment Management
Faculty of Economics