winter

year 2 daily

year 2 external

degree 2

Strategic marketing, Market research

project

preliminary tests

written examination

Partial semester test 7 %

Final semester test 7 %

Project development and presentation 6 %

Final written exam 80 %

The goal of the subject is to provide knowledge on the set of analytical methods applied to marketing with the aim to understand customers and markets; to explain the  addaptation of the variety of quantitative and qualitative methods in data analyses used for the development of the descriptive, casual and exploratory project designs; to demonstrate the utilisation of the marketing analyses techniques in the process of marketing decision and marketing management.

Knowledge and understanding: ability to analyse and explain the links between marketing activities and the company output; ability to define marketing problems and based on marketing analysis to suggest their solution; ability to explain the contribution of marketing analysis methods to the solution of marketing problems.

Practical skills: ability to apply research methods in order to support the process of management decision taking; ability to apply methods and instruments for the marketing situational analysis; ability to interpret on the results of marketing analyses and to make the conclusions.

Competences: ability to search for and to analyse information for marketing decision taking.

The nature and typology of marketing analyses. Methods used in marketing analyses. Quantitative and qualitative methods in market analysis, customer analysis, product offering analysis, marketing output analysis, Marketing metrics. Adoption of samples in research work. Results testing in marketing analyses.

LESÁKOVÁ, D. - HANULÁKOVÁ, E.-VOKOUNOVÁ, D. (2010). Marketingové analýzy. Hronský Beňadik : Netri, 2010. ISBN 978-80-89416-03-5. 

LESÁKOVÁ, D. - HANULÁKOVÁ, E.-VOKOUNOVÁ, D. (2006). Marketingové analýzy. Bratislava : Ekonóm, 2006.   

slovak

Are not defined