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Marketing

BAM-101: Marketing Research


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About

This course is designed to familiarize the students with the principles and practices in market research methods. It is divided into four parts, namely: Overview of Market Research, Research techniques useful in product management, research projects that support advertising , and lastly accessing the research techniques based on the total marketing mix .

 

Pre-Requisite Subject: BA – Marketing Management.

Course Objectives

General:

Be able to integrate market research in managing consumer brands and product development, comprehend the role of research in marketing management and business development.

Specific objectives:

1. The student should be able to grasp basic marketing research concepts and apply it in preparation of their market research plans.

2. To adopt market research methods in creating effective marketing plans and promotional strategies.

3. To apply market research principles and concepts in setting directions and strategic planning for new business.

4. To learn the value and importance of research in planning, analysis, implementation and control in business management.

5. To be able to prepare a marketing plan with that is researched based.

Textbook/Instruction Manual : Primary: Market Research  ; 1st/3rd  edition . Prof . Ned Roberto  

                                                Secondary: Methods of Social Research : 4th ed. Bailey . Free Press

Methodology
 
  1. Actual UAI- Research discussions ( Fast Moving Consumer goods /Pharmaceuticals )
  2. Research and Oral Presentations
  3. Individual and group experiential exercises
  4. Case studies and analysis
  5. Quizzes
  6. Oral Defense.
  7. New Product Development.

Grading System:
 

Criteria

Weight

Group presentation and reports

20 %

Class participation and discussion
25 %
Quizzes
20%

Mid Term Exam

15 %

Final exam

20 %               
Total
100%