Syllabus fr Winter Semester 2014 / 2015 Curse: 2 semester hurs per week, English, Level: Beginners/Intermediate Prerequisites: Basic Knwledge in Micr- and Macrecnmics Friday 13:45 15:15 Begin: 10.10. 2014 (due t public hliday in Germany n 3 rd f Octber) End: 23.1.2015 Class rm: W1.3.04 (n 31th f Octber: Rm W.1.2.02!) Study Prgrams: BMFKP, BMKWE, ISP, BIM Instructr: Hn. Prf. Dipl.-Psych. Dirk Frank Rm: W2.4.03, Office Hurs: Friday immediately after class r with a prir appintment. E-Mail: dirk.frank@hs-pfrzheim.de (preferred mde f cmmunicatin) Phne: 06172-921312 (Bad Hmburg Office) I take n my share f respnsibility t assist yur learning during ur curse the best I can. If yu encunter difficulties with sme aspect f the curse, d nt hesitate t send an E-mail r give me a call in urgent cases. I will respnd quickly and if it is necessary we will make an appintment. Overview (catalgue descriptin): The purpse f the curse is t intrduce students t fundamental market research issues stressing the real-wrld practice f cntemprary market research. Firstly, the curse will prvide a slid fundatin f basic market research terms t establish a cmmn grund fr all curse participants. We will discuss fundamental tpics like qualitative and quantitative market research, nline and scial media research, and sampling as well as data cllectin methds. But the emphasis in this curse is n hw market research can assist marketing decisins by becming part f a cmpany s knwledge management system. Using the examples f internatinal cmpanies the rle f internatinal market research fr the glbal rll-ut f marketing initiatives will be stressed. Students will learn abut the internatinal landscape f research agencies, the c-rdinatin f multi-cuntry research prjects and the typical buyer-supplier c-peratin using case studies f internatinal research prjects. Adressing the issue f crss-cultural research will als lead t a discussin f the cultural influences n research (e.g. standardizatin f research tls, measurement issues, d s and dn ts in internatinal research). Prerequisites: There are n special pre-requisites fr the curse beynd basics in micr- and macrecnmics, e.g. marketing and being interested in ur tpics. Dirk Frank 1 26.09.2014
Learning Objectives: The learning utcmes fr this curse are t prvide an in-depth understanding f the scpe and capabilities f market research, hw it can assist and prepare marketing decisins and hw it shuld be implemented as a central functin in the business prcess, exemplify the rle f internatinal marketing and the necessary trade-ffs in internatinal marketing (lcal adaptin vs. glbal standardizatin appraches) develp the participants skills t translate marketing prblems (e.g. building brand equity in several markets, adapt packaging designs acrss markets, intrduce new prducts ) int apprpriate research methdlgies, better understand the influence f cultural factrs n research issues (e.g. cultural influences n scaling behavir), learn hw t avid the pitfalls f internatinal research (e.g. briefing prblems, translatin issues, insufficient analysis), stimulate critical thinking in wrking n unstructured and cmplex research prblems integrating knwledge f marketing strategy and research technlgies. Curse Tpics: Market research - Basic cncepts (Qualitative/quantitative research, nline/ffline ) - Market research and knwledge management: an integrative perspective Glbal marketing strategies and implicatins fr research - Glbalisatin - New challenges fr Marketing and Research - Standardisatin vs. Adptin - Managing the Brand-Prduct Cntinuum Internatinal research - The Internatinal Landscape f Research - Internatinal Crdinatin - Prblems and Pitfalls Methds and measurement - Observatinal and experimental appraches - 1st Case Study: Develping an internatinal pack test methdlgy - Scaling in internatinal research Applicatins f research methdlgies in internatinal research, e.g. Brand Equity Research Packaging and Design Research Usage and Attitude Studies Dirk Frank 2 26.09.2014
Readings and curse materials: The curse is based n a script (PwerPint). An update fr this curse will be distributed t all participants in ur first curse lessn. Further recmmended readings (please check ur curse schedule fr the matches f tpics and suggested readings!): 1. McDnald, C. & Vangelder, Ph. (Eds.). (1998). ESOMAR Handbk f Market and Opinin Research (4th Editin). 2. Frank, D. & Schlund W. (2005). Challenges f glbal research, sme remarks and sme slutins. Planung & Analyse, market research, September 2005. 3. Schriff, H.-W. & Brell, J. (2002). Where D Yu G T, My Lvely? Perspectives f Internatinal. Dwnlad: www.schriff.cm/pdf/esmar2002.pdf 4. Schriff, H.-W. & Arnld. D. Managing the Brand-Prduct Cntinuum in Glbal Markets. Dwnlad: www.schriff.cm/pdf/harvard2003.pdf 5. Schurek, A. (2006). Hw t cpe with Internatinal Marketing in market research. Planung & Analyse, 2/2006. 6. Schmidt, M.J. & Hllensen, S. (2006). Marketing Research An internatinal apprach. Harlw: Pearsn Educatin Limited. 7. ESOMAR (2010), Glbal 2010. ESOMAR industry reprt. 8. Pynter, R. (2010). Handbk f Online and Scial Media Research. 9. Jhanssn, J.K. (2009). Glbal Marketing: Freign Entry, Lcal Marketing, and Glbal Management (5 th revised Ed.). McGraw-Hill/Irwin Series in Marketing. 10. Neureiter, M. & Frank, D. (2010). Against all dds! Using uncnventinal research t establish a life-changing migraine treatment as the leading OTC-brand in a saturated market envirnment. In: ESOMAR (ed.), GLOBAL HEALTHCARE 2010. Trends and Innvatin Bster (pp. 87-104). 11. Frank, D. & Schlund, W. (2001). Packaging Research revisited. A methd fr internatinal research. planung und analyse market research, pp. 43-47. Surces 1, 6, 7, 8 and 9 are n reserve in ur university library. In additin t the material utlined abve we will wrk n case studies (e.g. packaging research, brand equity research, usage & attitude studies). The cases will be made annymus/de-branded by the lectr as they are real-wrld prjects cnducted by the lectr s research agency. Despite annymisatin the cases will nt be distributed t the students t avid any ptential cnflict f interests with the clients. Dirk Frank 3 26.09.2014
Teaching and Learning Apprach: The curse is rganized as a lecture, but thrughut the curse special emphasis is put n active and vivid discussin and interactin with the students. Based upn prfund knwledge f market research thery, measurement and methds and their implicatins fr practical wrk we will critically discuss current tpics in (internatinal) market research. The materials slides and additinal material will be distributed t the students n the e-learning platfrm r via drpbx dwnlad. Grading: The grading will be based upn a 60 minutes written exam at the end f the semester. T pass 30 pints ut f a maximum f 60 pints have t be achieved. Preliminary Schedule fr single sessins Date Class Tpic 1 10/10 Intrductin and Overview/Preliminaries/Organizatin/Assignments Octber 2 17/10 Basic cncepts f exemplified using a best practise case: Establishing a new migraine OTC prduct in a saturated market envirnment - Market research steps frm name finding t vlume estimatin. Suggested reading: Neureiter, M. & Frank, D. (2010). Against all dds! Using uncnventinal research t establish a life-changing migraine treatment as the leading OTC-brand in a saturated market envirnment. In: ESOMAR (ed.), GLOBAL HEALTHCARE 2010. Trends and Innvatin Bster (pp. 87-104). Octber 3 24/10 Qualitative and quantitative research an verview and sme examples Octber 4 31/10 Glbal Marketing Strategies and future develpments Suggested readings: Schriff, H.-W. & Arnld. D. Managing the Brand-Prduct Cntinuum in Glbal Markets. Dwnlad: www.schriff.cm/pdf/harvard2003.pdf Jhanssn, J.K. (2009). Glbal Marketing: Freign Entry, Lcal Marketing, and Glbal Management (5 th revised Ed.). McGraw- Hill/Irwin Series in Marketing 5 7/11 Glbalisatin - New challenges fr Marketing and Research Suggested readings Frank, D. & Schlund W. (2005). Challenges f glbal research, sme remarks and sme slutins. Planung & Analyse, market research, September 2005. Schriff, H.-W. & Brell, J. (2002). Where D Yu G T, My Lvely? Perspectives f Internatinal. Schurek, A. (2006). Hw t cpe with Internatinal Marketing in market research. Planung & Analyse, 2/2006. Octber Nvember Dirk Frank 4 26.09.2014
Date Class Tpic 6 14/11 Internatinal Crdinatin 7 21/11 Sampling Schmidt, M.J. & Hllensen, S. (2006). Marketing Research An internatinal apprach. Harlw: Pearsn Educatin Limited. Nvember Nvember Schmidt, M.J. & Hllensen, S. (2006). Marketing Research An internatinal apprach. Harlw: Pearsn Educatin Limited. 8 28/11 Questinnaire-based methds Nvember 9 05/12 Observatinal methds (e.g. Eyetracking) December 10 12/12 Experimental methds December 11 19/12 Case Study: Develping an internatinal Pack test methdlgy Frank, D. & Schlund, W. (2001). Packaging research revisited. A methd fr internatinal research. planung und analyse market research, pp. 43-47. 12 09/01 Best practise case: Researching the web using Web 2.0 technlgies December January Pynter, R. (2010). Handbk f Online and Scial Media Research. 13 16/01 Brand Equity and Brand Strength Prject Example January 14 23/01 Clsing Discussin: The changing face f (internatinal) market research Future challenges January Dirk Frank 5 26.09.2014