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: firstname.lastname@example.org 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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