INTERNATIONAL MARKETING RESEARCH

기업이 시장과 관련된 경영차원의 주요의사결정을 함에 있어서 필요한 정보 및 자료를 체계적으로 수집, 분석, 해석하는 시장조사에 필요한 제반 지식의 습득을 목적으로 한다. 시장조사에 기초가 되는 주요 개념, 절차, 기법 등을 익히고, 특히 실제 시장조사 프로젝트를 수행함으로써 각종 자료를 분석하고 활용하는 기회를 갖는다.

Knowledge and understanding
- discuss and specify the need for market information to solve problems, identify opportunities, evaluate
actions, and monitor performance in firms and other organizations
- discuss and choose appropriate methods to gain marketing information, including procurement of marketing
research, needed in firms and other organizations
- explain strengths and weaknesses of different marketing research methods, quantitative as well as qualitative.
Skills and abilities
- demonstrate skills in the different parts of the marketing research process, including specification of
information needed; collection, preparation and analysis of data; and oral and written reporting
Judgement and approach
- discuss and analyse ethical and quality issues in marketing research

Lectures, seminars and project
The teaching is conducted in English.

Students will be asked to actively participate in all class discussions and share recent business news with other students.

Critically analyze the opportunities and risks associated with international marketing research.