Marketing Research
| Structure Type: | Study unit |
|---|---|
| Code: | TL00BE49 |
| Curriculum: | LT 2024 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2026-2027) |
| Semester: | Autumn |
| Credits: | 3 cr |
| Responsible Teacher: | Sabel, Thomas |
| Language of Instruction: | Finnish |
Taking the course in advance? See the courses during the academic year 2024-2025.
Learning Outcomes
The student understands the importance of information for marketing decision making. The student is familliar with the most important sources of information and is able to implement them in working life.
Student's Workload
Total work load: 81 h. Scheduled studies: 33 h. Individual studies: 48 h.
The assesment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
Basics of Marketing, Marketing of Services. Research Methodology and Statistics.
Contents
Big data, web analytics, consumer surveys, segmentation and profiling.
Regional Impact
The course assignment is done as an assignment for companies in the region.
Internationality
The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.
Recommended or Required Reading and Other Learning Resources/Tools
-Jeffery M. (2010) Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know. John Wiley and Sons.
-Other material provided by the teacher
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, practices, assignments
Assessment Criteria
Assignment and marketing research:
5: retrieve information systematically from scientific publications in the field
- modify the information for various purposes
- assess the correctness and reliability of the information
- understands the development needs in the field and present development measures
- analyse and assess professional issues appearing in practical operations
- justify , giving the theoretical base, for the solutions made when acting in tasks of an expert
3: modify and apply acquired infor-mation
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilise various problem-solving methods independently
- recognise the development needs in the field
1: retrieve and utilise information from various sources
- justify the solutions made when acting in tasks of an expert
- utilise problem-solving methods when given guidance
- find development needs in the field
Assessment Methods
Numeric (0-5) Assignments 50%, final course assignment 50%