Международные маркетинговые исследования

2026/2027

ID 1253359

Статус: Маго-лего

Кто читает: Школа инноватики и предпринимательства

Где читается: Школа инноватики и предпринимательства

Охват аудитории: для своего кампуса

Язык: русский

Кредиты: 3

Контактные часы: 32

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Аннотация

Prerequisites: International Marketing, International Business Research. Analysis of a market or a target consumer bears relevance far beyond academic domain of Marketing Research science or Marketing departments. It is equally relevant for any mission requiring collection of any information about mass patterns of human behavior, thus may be also relevant in domains of Politics, HR, Health Care, Social Security, Crime, behavior of investors and many others. The course also gives relevant basics of statistical analysis, which are then immediately applicable in analysis of any normally distributed data set resulting from human activity (i.e. logistics data, financial markets behavior, etc.) This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in collecting data about a market or a target audience, the course will focus on practical operational skills required for independent planning, executing and presenting results of marketing research. The course closely imitates flow of pre-product launch marketing research project in a typical corporation and features desktop, qualitative and quantitative methods.

Цель освоения дисциплины

Provide the graduating class of students with hands-on, practical experience in finding out what respondent (be it a consumer, recruiter or electorate) really thinks and what would make him or her change mind.

Планируемые результаты обучения

be able to formulate collection and research plans
be able to plan and run fieldwork
be able to present and defend own point of view
be able to tabulate, clean and validate data
know how to avoid major methodological mistakes and be able to identify false and deceiving statements in reports of others
know how to run basic independent open-source data collection on a target market or audience
know the purpose of market research and analysis