level of course unit
first cycle, Bachelor
Learning outcomes of course unit
master the fundamental methods of market research;
know the structure of market research processes;
be able to execute a real market research project.
prerequisites and co-requisites
This course will enable students to understand and evaluate the importance of market research in decision making. To this end the course will identify and explain the necessary steps in the process of market research. The reasonable application of qualitative and quantitative analysis methods will be discussed and the interpretation and presentation of analysis results will be addressed.
recommended or required reading
Bruhn, M.: Marketing: Grundlagen für Studium und Praxis. 11. Aufl., Wiesbaden, 2012.
Kotler, P.: Grundlagen des Marketing. 5. Aufl., München, 2011.
Malhotra, N.K. u. D.F. Birks: Marketing Research: An Applied Ap-proach. 6. Ed., New Jersey, 2009.
McDaniel, C. u. R. Gates: Marketing Research Essentials. Minneapolis/St. Paul, 1995.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Prof. (FH) Dr. L. Uwe Heil
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery