Open ended questions. Building on basic knowledge of marketing and marketing research, the course offers an extension with respect to several issues in marketing management and with respect to techniques of market research. Practical aspects of marketing management are dealt with by means of case-study assignments. Subjects are strategic market planning, industrial marketing, marketing of services, consumer behaviour, product development, pricing strategies, advertising strategies, distribution, forecasting, and methods of multivariate data-analysis in marketing research.
Assignments consist of working out case studies.
The endgrade will be based on both the written examination and the grades for the case studies. Open ended questions. In depth treatment of the theory of consumer behaviour and of consumer behaviour models. Subjects are, among others, comprehensive models of consumer behaviour, methods of measurement, analysis of perception and of preference, conjoint analysis, product positioning, situational influences, attitudes, and determinants of satisfaction. Assignments consist of practicing multivariate data analysis and carrying out a small-scale research project.