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as of 7/3/2020

MARKETING RESEARCH
Country - Partner Institution - Programs: Hong Kong - Hong Kong University of Science and Technology (HKUST) - 'Hong Kong University of Science and Technology (HKUST)'
UC Course SubjectBusiness Administration
Number & Suffix: 129
Full UC Title: MARKETING RESEARCH 
Transcript Title: MARKETING RESEARCH 
UC QTR Units - Division: 6.0 - Upper Division 
Course Description: This course presents an overview of marketing research in terms of needs, definition, process, analysis, and reports. It provides a working knowledge of basic concepts and methods of marketing research; develops problem analysis skills and the ability to translate a management problem into a marketing research problem; increases sensitivity to the biases and limitations of marketing data; and introduces quantitative approaches to the analysis of customer characteristics, marketing segmentation, consumer response, and consumer choice behavior. Prerequisites: a statistics and a marketing management course. Texts: Gilbert A. Churchill Jr. and Tom J. Brown, BASIC MARKETING RESEARCH. Assessment: attendance and participation (15%), homework assignments and case write-ups (20%), exam 1 (15%), exam 2 (20%), and a group project consisting of a 2-page research proposal (5%), a 6-page research report (15%), and 20-minute presentation (10%). 
Language of Instruction: English
 
Partner Title: MARKETING RESEARCH 
Partner University Department: Marketing 
Partner University Course Number: MARK3220