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Global Market Research and Analysis (18CG25300)

General information

Type:

OB

Curs:

1

Period:

S semester

ECTS Credits:

3 ECTS

Teaching Staff:

Group Teacher Department Language

Prerequisites

Enrollment in the MS in Global Strategic Management/MS in Global Commerce Program

Previous Knowledge

Undergraduate Degree in Business or Related Discipline

Workload distribution

The class will meet for 75-minute sessions throughout the term. On occasion, there may be special sessions allotted for in-class presentations, class fieldtrips, or other special activities. Teams will be expected to work on projects and presentations outside of class in order to prepare for class and to submit required assessments. The class will also use and integrate material from other program courses.

COURSE CONTRIBUTION TO PROGRAM

This course is a research-oriented class that examines how firms can leverage customer analytics to successfully create, manage, and grow brands. The class provides students with a strategic framework and analytical tools and techniques to develop and execute data-driven strategies that enhance customer engagement and loyalty. Through lectures, analysis workshops, class exercises, and team projects, the course investigates the art and science of designing and delivering customer value.

Course Learning Objectives

1. Develop a better understanding of how customer analytics can help firms enhance marketing strategies and improve customer experiences, customer loyalty, and financial outcomes in a global setting.
2. Design and execute effective marketing research projects including data collection and analysis.
3. Enhance multivariate data analysis skills.
4. Strengthen ability to ask valuable research questions.
5. Improve ability to clearly communicate technical insights to managers.
6. Enhance critical thinking, problem-solving, and consulting skills.

Competencies developed:

- Communication skills
- Consulting skills
- Critical thinking skills
- Problem solving skills
- Analytical skills
- Writing skills
- Leadership skills
- Teamwork skills

CONTENT

1. Designing a marketing research instrument

2. Programming a marketing research instrument

3. Natural/field experiments

4. Multivariate data analysis

Methodology

Highly interactive class discussion; experiential learning; team projects; guest speakers.

Assessment criteria

Assessment will occur through both individual and team assignments.


ASSESSMENT BREAKDOWN
Individual Assignments 20%
Exam 20%
Team Project 40%
Engagement and Contribution to Learning 20%

Bibliography

Custom readings posted on Blackboard course management site.

Timetable and sections

Group Teacher Department

Timetable

Friday 2018/12/7 from 8:00 to 8:1.