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SUBJECT (MODULE) DESCRIPTION
The name of the academic subject (module) Code
ESSENTIALS OF MARKETING RESEARCH
Staff Division
Co-ordinator: Prof. Dr. Vytautas Dikčius
Other(s):
Faculty of Economics
Cycle of studies Type of the subject (module):
First Elective
Form of implementation Period Language of instruction
Face-to-face Spring semester (6) English
Requirements for student
Prerequisites: Business, Marketing, Statistics
Additional requirements (if any):
Volume of the subject
(module) in credits
Total student‘s workload Contact hours Independent work hours
5 133 48 85
Aims of the subject (module): competences to be built by the study programme
Subject-specific competences to be developed
- ability to systematically evaluate an organisation and it‘s environment;
- ability to plan, organize and manage practical activities;
Generic competences to be developed - ability to creatively solve problems of management and business using knowledge from practice
- ability to communicate intrapersonal and multicultural context;
- ability to analyse information and formulate reasonable conclusions;
- ability to learn and develop with regard to ethical and socially responsible values.
Intended outcomes of the subject (module) Study methods Assessment methods
Will be able to apply knowledge to practice
Lecturing, study of literature,
practical exercises with SPSS
software, case analysis,
individual tasks
Tests with closed-ended
questions, written tasks
Will be able to work in multidisciplinary and
multicultural group
Will be able to define needs for information, use
information technologies and data bases
Will be able to find, gather and systemise
necessary information
Will be able to use methods for data analysis,
which correspond the type of information
Will be able to make and support conclusions
Will acquire skills of critical and self-critical
thinking
Will be able to analyse environment, opportunities
and threats
Will be able to evaluate markets and apply proper
communication tools
Will be able to act and pursue results in
international context
Themes
Contact hours Independent work
assignments
Lec
ture
s
Co
nsu
ltat
ion
s
Sem
inar
s
Pra
ctic
al c
lass
es
Lab
wo
rks
Pra
ctic
e
To
tal
co
nta
ct
ho
urs
Ind
epen
den
t w
ork
Assignments
1. Definition of marketing research 1 2 4 4 Reading of literature,
case study
2. The marketing research process. Research
design.
1 2 4 4 Reading of literature,
case study
3. Classification of data sources. 1 2 4 8 Reading of literature,
research project
4. Methods for collection qualitative data. 1 2 4 4 Reading of literature,
case study
5. Observation. 1 2 4 8 Reading of literature,
preparation for a test
6. Experimentation. 1 2 4 8 Reading of literature,
research project
7. Questionnaire design. 1 2 4 5 Reading of literature,
individual tasks
8. Measurement in marketing research. 1 2 4 4 Reading of literature,
9. Survey. 1 2 4 8 Reading of literature,
preparation for a test
10. Sampling and Sample size 2 4 8 5 Reading of literature,
case study
12. Preparation of the data for analysis 1 2 4 5 Reading of literature,
research project
13. Statistical methods for data analysis 1 2 4 5 Reading of literature,
research project
13. Data analysis with SPSS software 2 2 4 7 Reading of literature,
research project
14. Marketing research of international markets 1 4 8 8 Reading of literature,
preparation for a test
Total 16 32 48 85
Assessment strategy Share
in %
Time of
assessment
Criteria of assessment
First (midterm) test 20 After 4th topic 20 closed-ended questions (valued 1 point each)
Second (midterm) test 20 After 9th topic 20 closed-ended questions (valued 1 point each)
1 Written task 10 During 5th
seminar
Written report (value – 10 points)
2 Written task 10 During 8th
seminar Written report (value – 10 points)
Final test (exam)
40 June 20 closed-ended questions (valued 1 point each) and 3rd written
report (value – 20 points).
The final grade consists of the points sum of the two tests
evaluations of three written reports and final test:
92-100 points - 10
85-91 points - 9
75-84 points - 8
65-74 points - 7
55-64 points - 6
46-54 points - 5
less than 46 points - unsatisfactory (4, 3, 2, 1).
Author Publi-
shed
in
Title Volume of a
periodical or
publication
Place of publishing,
publishing house, or Internet
reference
Compulsory literature
1 Malhorta N.K. 2008 Essentials of marketing
research. Pearson Education, Inc.
2. Burns A.G., Bush R.F. 2010 Marketing research. Prentice Hall
Supplementary literature
V. Dikčius, V. Pranulis. 2012 Rinkodaros tyrimai: Teorija ir
praktika.
Universitetas, Vilnius
Pukėnas K.
2005 Sportinių tyrimų duomenų
analizė SPSS programa.
Lietuvos kūno kultūros
akademija