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Decision-Making Marketing Research (19CBA25831)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Marta Gabarro Sust Marketing ENG


Need to know the fundamentals of Marketing, especially the key ingredients of the marketing process including areas like market definition, targeting and segmentation, positioning, marketing mix and tracking.

Although this course is not intended to be focus on Statistics, basic knowledge of Statistics is desirable. The students should brush up on basics before the class starts.

Course Learning Objectives

In today's world most companies recognize how fundamental it is to put the consumer first, at the core of the business, and that research is a key enabler to create consumer centric strategies.

The main role of Marketing Research is to help managers to make better business decisions rooted in deep consumer understanding. And Marketing Research is not just limited to surveying the customers and asking them a few questions. Instead, it has a quite wide scope and application. It is a tool that enables the managers to make important decisions based on relevant information. Some of the areas where marketing research is used are demand analysis, segmentation, positioning, new product development, measuring customer attitudes and behaviors, developing communication strategies and measuring their effectiveness, etc.

In this course, you will learn how to conduct research that maximizes the propensity to provide accurate insights: understand how to design your research, hear advice on the most appropriate research methods (including both traditional research and "new? research like social listening), and know some pitfalls to avoid. The main focus of the course will be to learn how to deal with research from a user point of view (and not as a research agency).

*This syllabus is a tentative one, and some elements are subject to modifications. However, the main aim and objectives of the course will remain the same.


1. Role of Research and consumer insights

2. Overview of marketing research methodologies

3. Research at the service of strategic decisions: i.e. where to play, analysis of demand

4. Research at the service of segmentation & targeting

5. Research at the service of the shopper and the distribution channels

6. Research at the service of innovation and product development

7. Tracking your performance with research (360 communication, marketing mix modelling, atribution models, etc)

8. The future of reserach

9. Group project presentations

Relation between Activities and Contents

1 2 3 4 5 6 7 8 9
Class participation                  
Final exam                  
Group Project                  
Case reports and exercises                  


The teaching methodology will include:

1. Lectures: Lectures by the faculty.
2. Case discussions: Discussion of relevant cases that help us learn the managerial use of the concepts.
3. Marketing Research based Group Project



Description %
Class participation 10
Final exam 40
Group Project 40
Case reports and exercises 10


Marketing research (General):

-Aaker, David A., V. Kumar and George S. Day (2000), Marketing Research, Wiley.
-Churchill, Gilbert A. and Tom J. Brown (2003), Basic Marketing Research, South-Western.
- Bosma, Durk, and de Kort, Erik (2018), What's the Question?,CreateSpace Independent Publishing Platform.

Timetable and sections

Group Teacher Department
Marta Gabarro Sust Marketing