Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2024_25 | |||||||||||||||||||||||||||||||||||||||
Subject | INTERNATIONAL MARKET RESEARCH | Code | 00512021 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
6 | Compulsory | Third | First |
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Language |
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Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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pgutr@unileon.es mcrodsa@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | This course is focused on how to conduct marketing/business research ethically and well in an international context. The students will learn the process by working on a team project. The aim is to develop the students´skills as market researchers and presenters. | |||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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Competencias |
Code | |
A6368 | |
A6369 | |
A6385 | |
A6462 | |
A6466 | |
A6522 | |
A6523 | |
A6588 | |
A6628 | |
B780 | |
B787 | |
B792 | |
B796 | |
B798 | |
B799 | |
C2 | CMECES2 That students know how to apply their knowledge to their work or vocation in a professional manner and possess the skills that are usually demonstrated through the development and defense of arguments and the resolution of problems within their area of study. |
C3 | CMECES3 That students have the ability to gather and interpret relevant data (normally within their area of study) to make judgments that include reflection on relevant issues of a social, scientific or ethical nature. |
C4 | CMECES4 That students can transmit information, ideas, problems and solutions to both a specialised and non-specialised audience |
Learning aims |
Competences | |||
Analyze the functions and structure of an international marketing information system through case studies. | A6588 |
B792 |
C2 |
Know how to determine the functions and applications of marketing research. | A6522 |
B780 |
C2 |
To be able to develop a marketing research in an international context, adopting the appropriate measures in relation to the sample, techniques for obtaining information, secondary information. | A6462 A6466 |
B780 |
C2 |
To plan a marketing research project for a real situation. | A6385 |
B799 |
C4 |
Know which information gathering technique is the most appropriate according to the information need and be able to implement such techniques. | A6368 A6369 |
B787 |
C3 |
To be able to execute and control the field work in data collection. | A6523 |
B798 |
C2 |
Present a written market research report and defend it in an oral presentation. | A6628 |
B796 |
C4 |
Contents |
Topic | Sub-topic |
Introducing international marketing research | 1. Introduction 2. Designing International Marketing Research. Marketing Research and International Business. 3. The IMR Process. |
Types of information to be collected | 4. Secondary Data Sources for IMR. 5. Primary Data Research. |
Data Collection | 6. Non Survey Data Collection Techniques. 7. Survey Instrument Design. 8. Sampling and Data Collection: Analysis of Multicounty Data and Scales. 9. Challenges Facing IMR. |
Planning |
Methodologies :: Tests | |||||||||
Class hours | Hours outside the classroom | Total hours | |||||||
Case study | 20 | 20 | 40 | ||||||
Assignments | 0 | 5 | 5 | ||||||
Seminars | 4 | 12 | 16 | ||||||
Personal tuition | 4 | 0 | 4 | ||||||
Lecture | 30 | 45 | 75 | ||||||
Mixed tests | 2 | 8 | 10 | ||||||
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies |
Description | |
Case study | BUSINESS CASE AND FINAL PROJECT. This methodology is used to put into practice the theoretical knowledge acquired through the master session. The active participation of the student will be the fundamental key in the development of these sessions. The teaching material to be used in these classes will basically be composed of readings about real cases of companies. In addition, students will work in groups with real business cases about organizations or companies. CASE STUDIES. This methodology is used to improve students' capacity to solve problems and to simulate of real situations. |
Assignments | ATTENDANCE, IN CLASS PARTICIPATION, CASE STUDIES (20%). This will be 20% of your course grade so please read the assigned readings, Case Studies, etc..., and be prepared to discuss them. Your level of preparation for each class will determine the quality of our classroom discussions. BUSINESS CASE - GROUP RESEARCH PROJECT (30%) This final assignment will make up 30% of your course grade. Each group will consist of 2 to 3 students. We will start discussing this assignment at the beginning of the semester. As part of the group research project, you are expected to take the following steps: • Identify a business problem (related to entering a new international market) that you will conduct market research to solve. It is important that problem statement is clearly defined since that will be key to successfully executing the following steps • Determine the type of data needed to solve the problem you identified in step 1 and the research tool to collect the necessary data • Design your selected tool(s) • Analyze the data you collected • Present your findings and actionable insights in the classroom EXAMS (50%). It will account for the 55% of your total grade. This exam will cover all of the theories, exercises and case studies explained or used in class. |
Seminars | WORKSHOP. This methodology provides a practical and professional approach that completes the lectures and case studies. |
Personal tuition | TUTORING SESSIONS. The tutorial sessions are intended to solve student´s theoretical and practical doubts as well as to help groups with the International Marketing Research Project. |
Lecture | MASTER LECTURES. Explanation of theories and contents using practical examples for a better understanding. The classes are based on different materials such as readings, presentation, real examples and videos. A active participation of the student in the classroom and in the learning process will be encouraged. |
Personalized attention |
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Assessment |
Description | Qualification | ||
Assignments | Final research project | 30% | |
Mixed tests | Exam that evaluates the knowledge and understanding of the subject. | 50% | |
Others | Class attendance, participation and delivery of business case studies. | 20% | |
Other comments and second call | |||
Sources of information |
Access to Recommended Bibliography in the Catalog ULE |
Basic |
KUMAR, V., International Market Research, Prentice Hall, 1999 Craig, S. y Douglas, S., International Market Research, Wiley, 2009 Schmidt y Hollensen, International Marketing Research: An International Approach, Financial Times/ Prentice Hall, 2006 |
Complementary |
CATEORA, P. y GRAHAM, J. L, Marketing internacional, Irwin-McGraw-Hill, 2001 |
Recommendations |
Subjects that it is recommended to have taken before | ||
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Other comments | |
In order to attend this course, the students must fulfill two compulsory requirements: 1. The student must have attended previously a course in International Marketing 2. The student must have a B1 level (or higher) in English since the classes, discussions, essays, presentations and written exam require to master the English language |