International Marketing Research 7.5 HP
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International Marketing Research
SFE342
Who is the customer and how strong are the competitors? What are the current of ideas, attitudes and buying patterns in different parts of the world? Is there a market for our product? What data should you collect and how? Qualitative or quantitative? How many observations are enough?
The course book by Malhotra and Birks, and other texts we will use in this course, deal with problems in defining, measuring and understanding markets, its actors and environment.
Some chapters cover general research problems such as hermeneutic vs. positivist views, and qualitative vs quantitative methodolgies. But most chapters are fairly hands-on for a professional marketer or marketing researcher. Some of the most advanced technical chapters will not be required readings to pass the exam (i.e cpts 21-25).
I recommend that you buy the book as soon as possible, get acquainted with the structure (the six parts of the research process) and skim the first chapters, including the examples!
After 3-4 weeks of the course, you can take a written (individual) "mid-term exam", which for the most part will cover the quantitative theories, models and concepts. If you pass, it will give you credits to the final exam at the end of the course, which covers the whole course.
The students will form small teams, consisting of 4-5 students each, preferably including at least one non-Swedish-speaking or exchange- student, to get the most out of different cultural and national backgrounds. This will be organized at the introductory class.
As a warming up assignment, I would be very glad if you could respond to one or two of the following questions, and be prepared to discuss them when we meet:
- How many millionaires live in EU, Moscow and India?
- What do Chinese people know about Sweden?
- How "true" are these figures?
- How did you find the answers to these questions? (=research methods?)
Welcome to the course!
Ola Feurst, instructor (head)
Richard Koehler, co-instructor
Adri de Ridder, instructor
Spring 2012, campus part time
Application code: HG-E0139
Course time: Week 3 - 12
Education language: English
Eligibility: General eligibility for higher education and 45 ECTS credits in Business Administration or equivalent courses, with a minimum of 15 ECTS in Marketing
Selection: Higher Education Credits 20%
Last application: 2011-08-15
Other: Tuition fee for non EU/EEA students
Total fee: 10 000 SEK
Application no longer possible!
Kursplan
International Marketing Research, 7,5 hp (Fastställd 2008-05-05)
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