Wroclaw School of Banking
Faculty of Finance and Management
Academic year: 2015/2016
SYLLABUS
Degree type:
Bachelor (BA)
Semester: 3
Code: MRE
Subject status: business core
Form of study: full-time
Management
Language: English
Form of /
number of
hours
Form of credit
Name of subject / module:
MARKETING RESEARCH
Full-time
30 hours
Class - exam
ECTS points
Total points for subject
5
Points for lectures
Points gained during
ECTS points for
classes with an
academic teacher exercises, projects,
or workshops
present
(labs)
0
ECTS points for student's own work
(homework, etc)
3
2
Subject coordinator: dr Joanna Nogieć
Subject tutor: dr Joanna Nogieć
1. Preliminary requirements:
1.1. regarding knowledge, skills and social competences:
knowledge of marketing, mathematics and functionality of market and also computers skills
2. Foundations and teaching objectives:
Learning outcomes:
The main idea of the subject is to show students the idea of marketing research and its role in the
company. Students will be able to design the research and use the tools as. questionnaire, survey,
projective techniques. Students will be able to prepare the final report. The focus will be on qualitative
(exploratory) and quantitative research execution and the application of research findings and analysis in
decision making.
3. Detailed teaching objective of the module/subject:
Effect code
Name of education effect
Reference to the
teaching objectives
of the general study
programme
KNOWLEDGE
MRE_W01
the student has knowledge about types of marketing
research
K_W08, K_W21
MRE_W02
the student understands the tools of primary and
secondary research
K_W13, K_W14
MRE_U01
the student can design the simple marketing research,
provide its and create the final report
K_U02, K_U03
MRE_U02
the student can conduct simple research analysis
K_U22
MRE_U03
the student can comprehend the range of qualitative and
quantitative techniques and methods available in market
research, including applicability and limitations
K_U18
SKILLS
SOCIAL COMPETENCES
MRE_K01
the student knows how to work in a team and solve
problems together
K_K01, K_K02
MR_K02
the student proactively manages his/her educational
process
K_K03, K_K04, K_K08
4. Detailed curriculum
No
Contents
Teaching objective of the
module or subject
1
Introduction to marketing research
MRE_W01, MRE_U03
2
Secondary data
3
Primary data - observation, mystery shopper, interviews
MRE_W02, MRE_U01
4
Primary data - Projective techniques
MRE_W02, MRE_U01,
MRE_K01
MRE_W02, MR_K02
5
Survey - questions
MRE_U01
6
Sampling plan
MRE_U01
7
Survey - codes
MRE_U01
8
Data analysis
MRE_U01, MRE_U02
9
Creating the report
MRE_U01, MRE_U02,
MRE_U03, MRE_K01
5. Teaching methods
team work, discussion, case study, class project
6. Individual work of student required
preparation for classes, class test
7. Fundamental / obligatory literature
1. R. Winer, R. Dhar, Marketing management, Pearson, 2001, chapter 3
2. G. Churchill, D. Iacobucci, Marketing Research: Methodological Foundations, 2004
8. Supplementary literature (including other teaching aids like legal acts, jurisdictions, scientific articles, etc.)
1. American Marketing Assosiation www.marketingpower.com
2. Marketing teacher www.marketingteacher.com
9. Conditions of credit
Each meeting consists of two parts. The first part is a theoretical base which presents the definitions and
the main aspects of the problem. The second part is a team-work with case study. To pass the subject
student must collect points from different activities:
Class activity - individual or in small groups
Class discussion
Case study – two individual or 2-person teams with the possibility of using multimedia tools e.g. laptop,
table
Class project - individual or in small groups with the possibility of using multimedia tools e.g. laptop, table
Test - individual – multiple choice test (app. 15-30 questions – each with 4 answers)
10. Methods of verification of reaching the desired teaching objectives (effects)
Teaching objective
Verification method
Class
activity
Class
discussion
Case study
Class
project
Test
MRE_W01
x
x
MRE_W02
x
x
MRE_U01
X
X
x
MRE_U02
X
X
X
x
X
MRE_U03
x
MRE_K01
x
x
x
MR_K02
x
x
x