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040223 KU International Marketing Research 1 (MA) (2016W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Although the course is held in English, sound knowledge of German is necessary for relevant project work.

It is absolutely essential that all registered students attend the first session on October 3rd, 2016 (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

Exchange students must have successfully completed at least a basic/introductory marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by October 14th, 2016.



Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).


max. 50 participants
Language: English


Classes (iCal) - next class is marked with N

Monday 03.10. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 10.10. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 17.10. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 24.10. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 31.10. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 07.11. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 14.11. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 21.11. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 28.11. 09:45 - 11:15 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Monday 12.12. 08:00 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Monday 16.01. 09:45 - 11:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock


Aims, contents and method of the course

The course seeks to introduce core concepts and techniques associated with the design and execution of international marketing research projects. It focuses particularly on data collection issues in an international context and the challenges facing researchers when collecting international marketing research data. Students gain hands-on experience by conducting a research project.

Content: Introduction to marketing research, research process and design, secondary research, observation, qualitative research, survey research, questionnaire design.

The course involves a combination of formal lectures and workshop sessions, placing particular emphasis on student participation.

Assessment and permitted materials

Performance in the course will be assessed as follows:
Class Participation 10%
Group Project 45%
Final Exam 45%

No material other than a dictonary may be used in the final exam.

Minimum requirements and assessment criteria

In total, a minimum of 50% needs to be attained to pass the course. The grading system looks as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1. Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). No opportunities for make-ups will be offered.

Examination topics

The group project will be tackled in groups of 4-5 students and will involve the preparation and presentation of a Market Research Report (further details will be given in the Introduction/Vorbesprechung session); the same grade will be awarded to all students belonging to the same group.

The final exam will last 60 minutes will be based on the textbooks, additional readings and material covered in the lectures (including case studies).

Reading list

Textbooks (also used in the International Marketing Research 2 course):
Craig S.C. and Douglas S.P. (2005): International Marketing Research, 3rd edition, John Wiley & Sons, Ltd. (ISBN 0-470-01095-9)

Zikmund, W.G. and Babin, B.J. (2016): Exploring Marketing Research, 11th edition, South-Western Cengage Learning. (ISBN-10 1305263529)

Reading List:
In addition to the text books, a list of selected journal articles is used to support students' understanding for research in International Marketing. These papers are examinable. The list can be found on the course website (see above) and on Moodle.

Articles will be available on moodle.

Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.

Association in the course directory

Last modified: Mo 07.09.2020 15:29