|Subject||INTERNATIONAL MARKET RESEARCH||Code||00512021|
|Department||DIREC.Y ECONOMIA DE LA EMPRESA
|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||
|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.
|Methodologies :: Tests|
|Class hours||Hours outside the classroom||Total hours|
|(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.|
|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.|
|Other comments and second call|
|Sources of information|
|Access to Recommended Bibliography in the Catalog ULE|
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
CATEORA, P. y GRAHAM, J. L, Marketing internacional, Irwin-McGraw-Hill, 2001