Study Guide

Objective

Students understand the importance of marketing research in launching a new business idea, product or service, and exploring existing markets, products, services, and customer relationships. Students are able to plan and conduct a marketing research based on the baseline situation and to analyze and draw conclusions based on the results of the research. Students are able to buy and interpret ready-made marketing research when research is not justified on their own.

Content

Marketing research as a tool for business and management, basics of research, quantitative and qualitative marketing research methods, acquisition of research material, presentation of material, analysis of material and making conclusions.

Location and time

1. period in autumn. Karelia UAS, Wärtsilä campus.

Materials

To be announced in the beginning of the course.

Teaching methods

Lectures, excercises and exams.

Student workload

% cr. = 133 h. Lectures, Project work and exams.

Content scheduling

According to plan which is given to students in the beginning of the course.

Evaluation scale

H-5

Assessment methods and criteria

Karelia UAS general principles of evaluation are used.

Assessment criteria, fail (0)

The student has not participated in the course enough and the tasks are not made.

Assessment criteria, excellent (5)

The student has shown excellent activity and all the tasks are made and the average score in the exams exceeds the level for excellent grade.