Download Universitatea Liber* Interna*ional* din Moldova

Universitatea Liberă Internaţională din Moldova
Facultatea Științe Economice
Catedra Business și Administrare, Relații Economice Internaționale,Turism
MARKETING RESEARCH
Chiriac Lilia Dr., conf.univ.
|Tibuleac A., drd., lect.univ
Object of Course
This course will help students to:

Understand the marketing research methods, sources,
processes for collecting and analyzing research data, as well
as techniques for preparing and presenting marketing research
reports.

Raise awareness of the importance of marketing research, of
the role of systematic information gathering and analysis in
making marketing decisions.

It is aimed to transform them into an educated consumer of
marketing investigations, and give them the tools they need to
perform basic marketing research.
Course Outcomes
Co
Specific outcomes for the course
de
Knowledge
K1
K 1.1.To identify basic concepts of marketing research and its role in business and society.
K 2
K 2.1. To explain the concepts of measurement scale used in marketing information system for studying
phenomena.
K 3.1. To know the influence of the social, legal, ethical and technological marketing decision making.
Abilities
S 1. 1 The ability to explain the research results and develop solutions for implementing the marketing
research results.
S.1.2. The ability to create a marketing plan and promotional plans according to research results.
S 2. 1 The ability to develop strategies for improvement of research methods.
K3
S1
S2
S3
C1
C2
C3
S 3. 1 To apply the ethics of marketing research during the implementation of the research
Competences
C 1. 1 The competence to collect and to interpret data related to different managerial problem and their
implications on general development of international businesses.
C 2. 1.To apply critical thinking skills by conducting qualitative and quantitative research.
C 3.1. To formulate corect managerial problems and assumptions for marketing research.
C3.2. To interpret rationally the research data, to draw correct conclusions and to propose efficient sollutions.
Prerequisites
Fundamentals
of management
Fundamentals
of Marketing
Bybliography
Requiered readings:

Paurav Shukla. Essentials of marketing research. London: Ventus Publishing ApS, 2008. 117 p.

Feinberg F. Modern Marketing Research: Concepts, Methods, and Cases. SUA:Cengage Learning, 2012. 720p.

Malhotra, N. Marketing Research: An Applied Orientation, 4th Ed. N.J.: Pearson Education, 2004, 420p.

Grover D., Vriens M. The Handbook of Marketing Research: Uses, Misuses, and Future Advances, CA: Sage
Publications, 2004, 131p.

Scott M. Smith, Gerald S. AlbaumBasic Marketing Research: Volume 1, Handbook forResearch Professionals ,Official
Training Guide from Qualtrics. CA : Sage Publishers, 2012, 128 p.
Additional sources:

Constantin C. Analiza datelor de marketing, aplicații în SPSS. Bucuresti: C.H.Beck, 2012. 242 p.

Asandei M., Enache E.,Ciochină I., Gangone A., Manole S. Cercetări şi modelări de marketing. Concepte de bază şi
aplicaţii. Piteşti: Independenţa economică, 2010. 230 p.

Cătoiu I.(coord.). Cercetări de marketing. Bucureşti: Uranus, 2009. 245 p.
Links:

American Marketing organization https://www.ama.org/

E- Marketer https://www.emarketer.com/

National Bureau of Statistics http://www.statistica.md/

Journal of Marketing http://www.journals.marketingpower.com
Assessment Methods
Nr
Type of assignment
1. Work in group, projects, simulations.
2.
Presentation of individual tasks, testing,
contribution activity in the classroom
3.
4.
5.
6.
Class activity
Class Attendance
Final Exam
Total
Share (%) of the
final grade
30
20
5
5
40
100