Educational guide
IDENTIFYING DATA 2017_18
Subject INTERNATIONAL MARKET RESEARCH Code 00512021
Study programme
GRADO EN COMERCIO INTERNACIONAL
Descriptors Credit. Type Year Period
6 Compulsory Third First
Language
Ingles
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
ALAEZ PONS , DAVID
E-mail dalap@unileon.es
jlplag@unileon.es
Lecturers
PLACER GALÁN , JOSÉ LUIS
ALAEZ PONS , DAVID
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
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA SULE ALONSO , MARIA ARANZAZU
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA RODRIGUEZ SANTOS , MARIA DEL CARMEN
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO

Competencias
Code  
A6368
A6369
A6385
A6462
A6466
A6522
A6523
A6588
A6628
B780
B787
B792
B796
B798
B799
C2
C3
C4

Learning aims
Competences
A6588
B792
C2
A6522
B780
C2
A6462
A6466
B780
C2
A6385
B799
C4
A6368
A6369
B787
C3
A6523
B798
C2
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 15 22 37
 
Assignments 0 6 6
Seminars 4 12 16
Personal tuition 4 2 6
 
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
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
 
Personal tuition
Description
TUTORING SESSIONS.
In order to clarify doubts and to help students with a better understanding of the class explanations, you have individual tutorials available. Those tutorial seasons have to be required by students by sending a email to the professor, then a convenience appointment will be scheduled.

Assessment
  Description Qualification
Assignments 30%
Mixed tests 60%
 
Other comments and second call

Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic Craig, S. y Douglas, S., International Market Research, Wiley, 2009
KUMAR, V., International Market Research, Prentice Hall, 1999
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


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