Methods of Marketing Mix Management
Lecture
Instructor: Prof. Hernán Bruno, Ph.D.
Date, Time & Room: see KLIPS
Content
This course covers different methods of Marketing Mix Management. It consists of lecture and exercise sessions. In the first part, you learn how to design market research projects. The second part deals with fundamentals of sampling and data collection methods. The third part of the lecture examines measurement and questionnaire design. In the fourth part, we investigate univariate and bivariate analyses. Usually, the course includes guest lectures by practitioners that link its contents to practical issues.
Learning Objectives
- Design and implementation of market research projects,
- Evaluation of different sampling methods,
- Discussion of different ways to measure theoretical marketing constructs,Design of questionnaires,
- Discussion and evaluation of different data collection methods,Basic concepts of hypothesis testing,
- Multivariate methods to support marketing-mix decision problem,
- Regression analysis,
- Conjoint analysis,
- Segmentation analysis
Examination
The examination form is a written exam of 60 minutes.The exam can only be answered in English.
Examination dates (see KLIPS -> "Prüfungstermine")
Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.
Zum Bestehen der Veranstaltung muss eine schriftliche Prüfung abgelegt werden. Diese Prüfung dauert 60 Minuten. Bitte beachten Sie, dass die Prüfung nur auf Englisch abgelegt werden kann.
Prüfungsdaten (siehe auch: KLIPS -> "Prüfungstermine")
Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.
Exam inspection
Date and conditions for applying to the exam inspection of SM Marketing I / Methods of Marketing Mix Management can be found here.