Good decisions require good information. Therefore, the course introduces basic marketing research principles to make sure that students are able to assess decision relevant information. Further, the course focuses on a couple of central brand decisions to improve the ability of students to request and analyze necessary information to improve marketing decisions involving the brand. Students will also be presented common research techniques used to inform brand decisions.
Themes:
Basic Marketing Research Principles.
Presentations of Concepts and Research Techniques to Support Brand Decisions Involving:
Experiments.
Factor Analysis.