International Business Studies FT
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Market Research

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will:
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

not specified

course contents

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


course-hours-per-week (chw)


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

2nd year

recommended optional program components

not specified

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable