Introduction to module: Market research - marketing - consumer behavior 24-SODL-WBR
1. The expectations and percepctions on specialization.
2. The basic concepts of market research, marketing and consumer behavior.
3. The presentation and primary analysis of research reports.
4. The presentation of a 3-years module programme and its constituent courses
5. The practical use of learned knowledge.
Module learning aims
Major
Cycle of studies
Module type
Year of studies (where relevant)
Course coordinators
Term 2021/SZ: | Term 2019/SZ: | Term 2022/SZ: | Term 2020/SZ: |
Learning outcomes
After this course, student should:
1. know the basic basic notions of market research, marketing and consumer behavior.
2. present the possibilities of practical use of learned knowledge and skills.
3. analyze and evaluate, on the primary level, research reports and marketing campaigns
Assessment criteria
Preparation of a brief discussion of the selected report from the market research / marketing / consumer behavior.
Bibliography
• Antonides, G., van Raaij, W. F. (2003). Zachowanie konsumenta. Podręcznik akademicki. Warszawa: Wydawnictwo Naukowe PWN SA.
• Lambkin, M., Foxall, G., Raaij, F., Heilbrunn, B. (2001). Zachowanie konsumenta Koncepcje i badania europejskie. Warszawa: Wydawnictwo Naukowe PWN.
• Kotler, P. (2013). Przez marketing do wzrostu: 8 zwycięskich strategii. Poznań: Dom Wydawniczy Rebis.
• Kotler, P., Keller, K. L. (2019). Marketing. Poznań: Rebis.
• Lutostański, M. J., Galica, M., Protasiuk, M. (2018). Data driven decisions: Jak odnaleźć się w natłoku danych?. Warszawa: Wydawnictwo Naukowe PWN.
• Maison, D. Noga-Bogomilski, A. (2007). Badania Marketingowe. Gdańsk: GWP.
• Maison, D. (2020). Jakościowe metody badań marketingowych. Jak zrozumieć konsumenta. Warszawa: Wydawnictwo Naukowe PWN.
• Makarenko, V. (2008). Tajne służby kapitalizmu. Kraków: Znak.
• strony www firm i instytucji badawczych
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: