040270 KU Building Blocks of Marketing 2: Quantitative Methods (MA) (2025S)
Continuous assessment of course work
Labels
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 10.02.2025 09:00 to Tu 18.02.2025 12:00
- Registration is open from We 26.02.2025 09:00 to Th 27.02.2025 12:00
- Deregistration possible until Fr 14.03.2025 23:59
Details
max. 24 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 11.03. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 18.03. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 25.03. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 01.04. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 08.04. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- N Tuesday 29.04. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 06.05. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 13.05. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 20.05. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 27.05. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 03.06. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 10.06. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 17.06. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
- Tuesday 24.06. 11:30 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
Information
Aims, contents and method of the course
This course is particularly targeted at students of the Master's in Business Administration, who wish to take "Marketing" as a major or minor, as well as at students of the Master's in International Business Administration, who have chosen "Marketing & International Marketing" in the in-depth phase.Participants will get to know the most common quantitative methods and analytical techniques that are used inmarketing research. They will learn how to analyze data and perform statistical analysis with SPSS. They will further learn how to evaluate and interpret quantitative analysis procedures and results that are performed by scholars and by research institutions (e.g., market research companies).The primary objective of the course will be achieved through on-site meetings. Students will follow the lecture and complete several computer assignments under the supervision of the instructor. Lectures typically provide background knowledge in understanding the theory and logic behind quantitative methods and analytical techniques and then illustrate how to interpret quantitative methods and corre-sponding results. The computer assignments contain practical applications of quantitative methods and data analysis.
Assessment and permitted materials
Students’ performance in the course is assessed through two assignments (30% each) and a compre-hensive, final exam (40%). The exam covers all topics discussed in the lectures and illustrated and prac-ticed during the assignments.
Minimum requirements and assessment criteria
In total, a minimum of 50 percent is needed to pass the course. The grading system is 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.Please note: Policies regarding academic integrity must be followed. Any transgressions will be pun-ished. If issues of academic integrity arise in this course, please talk to the instructor immediately.
Examination topics
The exam covers all topics discussed in the lectures and illustrated and practiced during the assign-ments.
Reading list
During the tutorials, students will work with a data set that deals with the impact of TV viewing on beauty beliefs and beauty-related behavior and has been used for a paper published in 2007. All partici-pants need to read the following paper by the second session:
Eisend M, Möller J, 2007, The Influence of TV Viewing on Consumers’ Body Images and Related Con-sumption Behavior, Marketing Letters, 18, 101-116.It is strongly recommended to refer to further literature such as:
• Diamantopoulos D, Schlegelmilch B, Halkias G., 2023, Taking the Fear out of Data Analysis: Complete-ly Revised, Significantly Extended and Still Fun, 3nd ed., Edward Elgar.
• Hair JF, Black B, Babin B, Anderson RE, 2013, Multivariate Data Analysis. International Edition, 7th ed, Pearson.
• Malhotra N, Nunan D, Birks, DF, 2017, Marketing Research. An Applied Approach, 5th ed, Pearson.
Eisend M, Möller J, 2007, The Influence of TV Viewing on Consumers’ Body Images and Related Con-sumption Behavior, Marketing Letters, 18, 101-116.It is strongly recommended to refer to further literature such as:
• Diamantopoulos D, Schlegelmilch B, Halkias G., 2023, Taking the Fear out of Data Analysis: Complete-ly Revised, Significantly Extended and Still Fun, 3nd ed., Edward Elgar.
• Hair JF, Black B, Babin B, Anderson RE, 2013, Multivariate Data Analysis. International Edition, 7th ed, Pearson.
• Malhotra N, Nunan D, Birks, DF, 2017, Marketing Research. An Applied Approach, 5th ed, Pearson.
Association in the course directory
Last modified: We 19.02.2025 17:05