Marketing & Communication Management FT
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Market Research

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will become familiar with the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research, both in theory (lecture unit; professional competencies) and in their practical application (practice unit): The elements of the research process are practiced using practical examples.

prerequisites and co-requisites

Marketing I: Fundamentals & Marketing Planning

course contents

The lecture component of the course “Market Research” mainly deals with the fundamental principles and approaches inherent to market research whereas the practice component focuses on how to apply the concepts and theories studied to practical situations. Besides providing a definition of the term ‘market research’, fundamental areas such as objectives, areas of use and the significance of market research are theoretically explored. Subsequently, the extensive research process is explored theoretically in its individual aspects and then in the context of a practical project:
problem definition, research design, planning and execution (pilot studies, pretest, samples, briefings), data collection, data entry and data cleansing, evaluation, interpretation, final report.
Market and competitor analysis is a complementary thematic focus of this combined course, which is theoretically discussed and approached practically using exercises.

recommended or required reading

Berekoven, L. / Eckert, W. / Ellenrieder, P. (2006): Marktforschung - Methodische Grundlagen und praktische Anwendungen. Gabler Verlag. Kotler, Ph; Amstrong, G.: Saunders,J.; Wong, V. (2007). Grundlagen des Marketing. Pearson Studium. (Kapitel Marktforschung S. 399-449)

assessment methods and criteria

written examination

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

case studies, discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

director of studies

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (lecture)

mode of delivery

In-class course

work placement(s)

not applicable