University: | UNIVERSITY OF ECONOMICS IN BRATISLAVA | |||||||||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Faculty: | Faculty of Commerce | |||||||||||||||||||
Name of the university workplace: | Department of Marketing | |||||||||||||||||||
COURSE DESCRIPTION | ||||||||||||||||||||
Course code: | ||||||||||||||||||||
Course title: | Marketing analysis | |||||||||||||||||||
Type, scope and methods of instruction: | ||||||||||||||||||||
Form of instruction: |
|
|||||||||||||||||||
Hours of instruction (per course) in hours for full-time study: |
|
|||||||||||||||||||
Number of ECTS credits: | 5 | |||||||||||||||||||
Term: | winter year 2 daily year 2 external |
|||||||||||||||||||
Course period: | degree 2 |
|||||||||||||||||||
Prerequisites: | Strategic marketing, Market research |
|||||||||||||||||||
Course completion requirements: |
project preliminary tests written examination Partial semester test 7 % Final semester test 7 % Project development and presentation 6 % Final written exam 80 % |
|||||||||||||||||||
Learning outcomes: |
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. |
|||||||||||||||||||
Course content: | 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. |
|||||||||||||||||||
Course material: | 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. |
|||||||||||||||||||
Language: | slovak |
|||||||||||||||||||
Notes: | Are not defined |
|||||||||||||||||||
Grading scale: |
|
|||||||||||||||||||
Surname, name, and titles of the course guarantor: | LESÁKOVÁ Dagmar, prof. Ing. CSc. | |||||||||||||||||||
Surnames, names, and titles of the course teachers: | HANULÁKOVÁ Eva, doc. Ing. PhD., LESÁKOVÁ Dagmar, prof. Ing. CSc., VOKOUNOVÁ Dana, Ing. PhD. | |||||||||||||||||||
Date of the project update: | 31.03.2014 | |||||||||||||||||||
Approved by: |