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									                 UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
                     FACULTAD DE ESTUDIOS INTERNACIONALES
                        INTERNATIONAL CAREERS PROGRAM
                                   SYLLABUS
                     “Marketing Research Methods”
                               (MKT 358)
                COURSE INSTRUCTOR :      MR. ABDUL BUTT
              WELCOME TO THE WORLD OF PROFESSIONALISM
                         BASIC INFORMATION
    Course Code:          MKT 358 Marketing Research Methods

    Total Sessions: 28 or 29
    Credit Hours: 4.8
    Contact Days: ALL WORKING DAYS DURING             4:30 P.M TILL 5:30 P.M (
    STAFFROOM OR LIBRARY)
    BIMESTER:        Fall I 2007 03-Sep-2007 a 24-Oct-2007

      PREREQUISITE(S): MKT 260



    1. COURSE DESCRIPTION
    This marketing research methods course gives students the opportunity to examine the fundament als of
    business res earch. The course will examine how and when to conduct marketing research, and the
    techniques of research and reporting methods.

    2. OBJECTIVES
              1. Define marketing research.
              2. Explain the steps involved in the marketing research process.
              3. Discuss the relative advantages and disadvantages among surveys, and observational and
              experimental research techniques.
              4. Report res earch findings and their mark eting implications.
              5. Read, comprehend, summarize, and critique marketing research publications.


    a. GENERAL
    The student will gain insight into the value of marketing from a global perspective through the daily
    classroom activities lectures AND MOS T IMPORTANTLY THE PRA CTICA L PROJE CTS.


    3. CONTENTS
  DA TES &           SPECIFIC              CONTENTS               NON CONTA CT      ASSESSMENT
 SESSIONS        COMPE TE NCIES                                       HOURS
  Session 1    Understands and         Introduction: The scope Thompson and       What i want success
sept.. 07      Explain the value and   and challenge of        Strickland                 or ?
               importance of           International Marketing Pages 3-26
               marketing research      Competency 1
Session 2                              The Environment of      Thompson and       Categories of people
sept.. 07                               International Trade       Strickland
                                                                  Pages 27-54
                                        Competencies 1, 2
Session 3                               The Foundations of        Thompson and       How I can be a best
sept.. 07                               Cultural Understanding    Strickland             individual
                                                                  Pages 55-95
                                        Competencies 2, 3
  DA TES &    Differentiate and         Assessing Global          In-Class Handout   Chapter P resent ation
 SESSIONS     describe the              Markets                                               2
              implications of                                                        Chapter P resent ation
              different research        Competencies 2, 3                                     3
              methods with regard
              to the conduct of
              marketing.




               Identify the dynamic
                 environments, in
                  which marketing
                 research must be
                       made
                                        Assessing Global          In-Class Handout       Case Studies
sept.. 07                               Markets
                                        Exercise
sept.. 07
                                        Competencies 2, 3
                                        Business Customs in                          Chapter P resent ation
Session 5                               International Marketing                               4
sept.. 07                                                                            Chapter P resent ation
                                        Competencies 2, 3                                     5

                                        The Political                                    Case Studies
Session 6                               Environment
sept.. 07
                                        Competencies 2, 4

 DA TES &    Analyze and evaluat e                                Thompson and       Chapter P resent ation
SESSIONS     the increasing                                       Strickland                  6
             importance of                                        Pages 175-204      Chapter P resent ation
             international influences                                                         7
             on marketing decisions
             Analyze and evaluat e      International Legal       Thompson and           Case Studies
Session 7    the increasing             Environment               Strickland
sept.. 07    importance of                                        Pages 205-237
             international influences
             on marketing decisions     Competency 8
                                        International Legal       Thompson and       Chapter P resent ation
Session 8                               Environment,              Strickland                  8
sept.. 07                               Continued. Review of      Pages 238—274      Chapter P resent ation
                                        Exam 1                                                9

                                        Competency 8
Session 9                                                         Thompson and           Case Studies
sept.. 07                                                         Strickland
                                                                  Pages 175-204

Session 10                                                        Thompson and       What i want success
sept.. 07                                                         Strickland                 or ?
                                                         Pages 205-237

 DA TES &                          Marketing Research;   Thompson and              Categories of people
SESSIONS                           Global Vision         Strickland
                                                         Pages 275-317
                                   Competency 4
Session 11 . Analyze the role of   Marketing Research;   Thompson and              How I can be a best
           research and            Local Vision          Strickland                    individual
sept.. 07  information systems in                        Pages 318—343
           supporting cross-border
           marketing efforts       Competency 4
Session 12                         Review for the Mid-   Thompson and              Chapter P resent ation
to 19                              Term Examination      Strickland                         2
OCT..07                                                  Pages 344—355             Chapter P resent ation
                                                                                            3
                                   Marketing Research;   Thompson and                 Case Studies
                                   Global Vision         Strickland
                                                         Pages 355-373
                                   Competency 4
Session 20                         Marketing Research;   Read and Study            Chapter P resent ation
OCT..07                            Local Vision          Chapter 13 (444-475,               4
                                                         32p, 3h)                  Chapter P resent ation
                                                                                            5
                                   Competency 4
                                   Review for the Mid-   Read and Study                Case Studies
                                   Term Examination      Chapter 14 (402-507,
                                                         26p, 3h)
Session 21                         Marketing Research;                             How much I use my
OCT ..07                           Global Vision                                    brain and energy

                                   Competency 4
                                   Marketing Research;                             how far my analysis
                                   Local Vision                                          can be


                                   Competency 4
Session 22                         Review for the Mid-   Read and Study              Can I be a good
OCT..07                            Term Examination      Chapter 11 (374-404,           planner
                                                         31p, 3h)
Session 23                         Marketing Research;   Read and Study
OCT..07                            Global Vision         Chapter 12. Write an
                                                         outline of trade and
                                   Competency 4          consumer promotions
                                                         for your project. (410-
                                                         439, 30p, 5h)
Session 24   Assess and apply the Marketing Research;    Read and Study                 arguments
OCT..07      research methods by Local Vision            Chapter 13 (444-475,
             practicals                                  32p, 3h)

                                   Competency 4
Session 25                         Review for the Mid-   Read and Study                 Comments
OCT..07                            Term Examination      Chapter 14 (402-507,
                                                         26p, 3h)
Session 26                         Marketing Research;                                  Comments
OCT..07                            Global Vision

                                   Competency 4
Session 27                         Marketing Research;                                  Comments
OCT..07                            Local Vision
                                     Competency 4
                                     Review for the Mid-                                   in group or
                                     Term Examination                                      individually
                                     Marketing Research;                                   in group or
                                     Global Vision                                         individually

                                     Competency 4
                                     Marketing Research;      Read and Study               in group or
                                     Local Vision             Chapter 15 (514-540,         individually
                                                              27p, 3h) Using
                                                              EBSCO, read three
                                     Competency 4             articles about
                                                              database/direct
                                                              marketing. Print one,
                                                              bring to class to
                                                              discuss. (15 p.)
OCT..07   Describe and integrate                              Read and Study              Case Studies
          that how res earc h work                            Chapter 16 (546-574,
          really     help       in                            29p, 3h)
          developing products
OCT..07                                 Pages 604-628      Write about how you            Class Activity
                                                           should us e concepts
                                                           from chapters 15 and
                                                           16 for your project.
                                                           Discuss in your paper
                                                           two Internet
                                                           marketing examples
                                                           in your project’s
                                                           market. (List
                                                           complete web
                                                           addresses.) (about
                                                           5p, 1.5 hours)
                                     Global Marketing      Read and Study                 Class Activity
                                     Management; portfolio Chapter 17 (580-609,
                                     analysis              30p, 3h)

                                Competencies 5, 6
OCT..07   Formulate      Group International Products         Find one example of      how I can be best in
          projects  and   team and Services                   a marketing program        public dealing
          work, Remain Positive                               in your project’s
          mantel attitude while                               market. Write a short
          working   with  other Competencies 3, 5             evaluation of that
          people                                              program to pres ent in
                                                              class (10p,1.5h)
                                     International Products   Review for final exam
                                     and Services,            (0p, 2h)
                                     Continued

                                     Competencies 3, 5
                                     Review for Exam          Read and Study for
                                                              final exam (0p, 8h).
                                                              Emphasis on
                                                              Chapters 11-17 and
                                                              class discussion like
                                                              definitions of public
                                                              relations and
                                                              publicity.
          Importance of research                              Prepare project
          work being a market er                              presentation. Written
                                                                project report due
                                                                (about 25p, 15h).

Session 28
OCT..07
                                                                                         Final Exam


         METHODOLOGY
    Activity Assignments to be given a class earlier or to be done in the
    class
       Discipline in the Class is of Paramount Import ance
       Class decorum and consideration for ot her student class needs is advis ed
       Punctuality for class attendance stressed
       More than 6 absenteeism will render withdrawal from course
       Healt hy participation in class discussion is essential
       Some business and market background is a pre-requirement for this course.
       Complete the required readings on each topic (day to day)
       Passing 1 examination, i.e. practical activity & end-term
       Completing all assignments and activity exercises
       Taking and passing all tasks / class room activities, etc.

    MAIN TEXTBOOK(s):
    TE XT: Essentials of Marketing Research
    AUTHOR: William G. Zikmund
    EDITORIAL: South-Western/ Thomson
                nd
    EDITION: 2 Edition
    COMPLEME NTA RY READINGS:
    Informative publications including but not restricted to El Universo, Vistazo, Soho, Wall Street Journal,
    Times, News week , The Economists, and other local, regional and international media sources including
    well-established websites.

    COMPLEME NTA RY BIBLIOGRAPHY: TE XTS, ARTICLES, WEBPAGES, etc.
    http://www.marketingpower.com

    G. CLASSROOM POLICIES
    1. No cell phones, pagers or other electronic devices are allowed to be turned on during
    the class session without instructor permission.
    2. No food or beverage except water is allowed in the class session.
    3. Attendance policy complies with UEES rules and regulations.
    4. Late arrivals, early departures, and absences will be penalized with deducted
    percentage points for the student’s participation points total. See the above Evaluation
    section for details.
    5. All assignments must be submitted on the date due.
    6. There are no makeup presentations and examinations.
    7. Attendance and participation are essential to this course. Each student is expected to
    read the textbook, study the applicable material, and prepare all assignments in order to
    participate fully in class discussions.
    8. All papers are to be written in according with American Psychological Association
    (APA) formatting and citations.
    9. Plagiarism will not be tolerated in any form. Reduction of grade by one level will occur
    for the first offense. Zero points will be given for a second offense. Third offense will result
    in failing the entire class.
10. Students can expect that assignments will be given from the text, internet, various
publications and may include interviews in individuals.



5. ASSESSMENT
       Home assignment will be either in the form of cas e study about which student will render their
        views, observations or conclusions or in the form of short descriptive questions or business market
        news of practical nature.
       Assignment are to be rendered on A4 size sheets giving name Reg. #, course number group name
        and are to be submitted wit hin when asked.
       There will be no mid t erm test. ―Will be of 1 or 2 practical tasks to achieve to be more creative such
        as sales or services wit h in uees.
The final examination will contain descriptive / objective questions, and will be of two 80 mins duration.
YOUR FINAL E XA M INCLUDES YOUR PROJE CT CAPAB ILITY.
IN MARKE TING BOOKWORMS A RE NOT ALLOWED, YOU HAVE GOT TO BE A P RACTICAL
PROFESSIONA L



H.      GRADING PLAN
                         Class room activities            20 %
                         Final Term                       30%
                         Practical tasks                  25%
                         Attendance                        5%
                         Projects                                 20%
                                                                 100%
I.      ALPHA GRADE ASSIGNMENTS:
                          0 – 49         F
                         50 – 59         D
                         60 – 69         C
                         70 – 79         B
                         80 – 90         A
                         91 – 95         A+
                         96 – 100        A++



Name Abdul R Butt

MBA          Cresset College, Lahore                                                 GPA 3.64
DGDIT        Computerology Institute of Information                                  Grade A+
             Technology, Lahore
B.Com        Govt. Post Graduate Islamia College of                                  2ndDiv
             Commerce, Lahore
FSc          Forman Christian College, Lahore                                        1st Div

PROFESSIONA L E XPE RIE NCE:
 ―Over 10 years working experienc e in Europe, Middle East and South Asian Countries‖
                  (English, Arabic, Urdu and currently learning Spanish)
Cyprus College, http://www.cycollege.ac.cy ( Nicosia, Cyprus, Europe )
As Dean International Students Affairs
Professor
    (International Marketing, Personality Ethics, Laws of Success and Business Communication)
• Advertising, Marketing & Exhibitions
• Course out lines
• Credit hours trans formation to International Universities
•   Correspondence with international Colleges and Universities

Saeed Al-Muhawes Res orts ( Al Khobar, Saudia Arabia, Middle East )
As Assistant Marketing Manager (Southern Province Dammam, KSA)

Positive-Steps International, Overseas Educational & Immigration Cons ultants (Lahore, Pakistan, South Asia)
As Consultant Director International Affairs ( Sleeping Partner to Date)

SoftImpex, Hardware & Software Importer, Exporter, Suppliers, & Developers (Lahore, Pakistan, South Asia)
As Business Development Manager

Awards Received
   Second Position in MBA -Semester II and MBA-Semester III
   Third Position in MBA-Semester V
   Third Position in Diploma of Computer Graphic & Web Designing
   Third Position in Debating Competition
   Second Position in S wimming Competition
   Best Office Dressing
Member
   Overseas Member of ―European Association for International Education (EA IE)‖ Netherlands (Till 2003)
   Overseas Member of ―Liverpool Migration Servic es‖ (LMS ) Australia, England( To Date)
   Member of ― Punjab Senior S wimmers Club‖ (PSWC) Punjab (To Date)
   Member of ―Lahore Youth Blood Donating society‖ Lahore (To Date)

PHONE: 09 408 1671
EMAIL: arehmanbutt@uees.edu.ec

DATE: September 2007
Note: This syllabus and its schedule are subject to revision, and do not represent a contract between the
student and the instructor, or bet ween the student and the University. The instructor and/or the University
reserves and has the right to make any reasonable changes.

								
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