040535 UK Marketing Instruments A (2023W)
Angewandte Marktforschung - Werbewirkung und Segmentierung
Continuous assessment of course work
Labels
ACHTUNG: Dieser Kurs kann auch für Marketing Instrumente B absolviert werden!! (Wenn der Titel unterschiedlich ist.)
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 11.09.2023 09:00 to Fr 22.09.2023 12:00
- Deregistration possible until Fr 20.10.2023 23:59
Details
max. 50 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
Tuesday
03.10.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
10.10.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
17.10.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
24.10.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
31.10.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
07.11.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
14.11.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
21.11.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
05.12.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
09.01.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
16.01.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
23.01.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Information
Aims, contents and method of the course
The aim of the course is to assess the effectiveness of a communication measure in the context of the completion of an independent empirical project (problem formulation, questionnaire design, data collection, data analysis, interpretation of results). In the first two units, the instructor introduces the topic (content and methodology). In the third unit there is a short test and the group division. The following blocks have discussions, a concept presentation and the final presentation.
Assessment and permitted materials
The following partial performances result in the final grade:
- Written examination 20 points
- Concept presentation 20 points
- Final presentation 20 points
- Written project work 40 points
- Written examination 20 points
- Concept presentation 20 points
- Final presentation 20 points
- Written project work 40 points
Minimum requirements and assessment criteria
A total of at least 50 points is required for positive completion of the course. Opportunities to repeat missed or poorly completed sub-credits cannot be offered. Project work is done within a project group. The course uses Turnitin for plagiarism checking.Attendance is compulsory (absence on two dates is possible without excuse; a third absence is only allowed with confirmation if there is an important reason).The positive grade range will be divided equally.
Examination topics
Reading list
Advertising impact
(1) Schweiger, G., Schrattenecker, G. (2021): Advertising, 10th ed, UTB.
(2) Fill, C., Turnbull, S. (2016): Marketing Communications, 7th ed, Pearson Education (7th ed. available as an e-book through the library; 8th ed., 2019).
(3) Gierl, H. (2002): Effect of the advertising environment on the impact of an advertising medium, in: der markt, 41(4), 127-137.Cluster analysis
(4) Backhaus, K., Erichson, B., Plinke, W., Weiber, R. (2018): Multivariate analysis methods - An application-oriented introduction, 15th ed, Springer (available as e-book; 16th ed, 2021).
(5) Bühl, A. (2018): SPSS - Introduction to modern data analysis starting with SPSS 25, 16th ed, Pearson Studium.
(1) Schweiger, G., Schrattenecker, G. (2021): Advertising, 10th ed, UTB.
(2) Fill, C., Turnbull, S. (2016): Marketing Communications, 7th ed, Pearson Education (7th ed. available as an e-book through the library; 8th ed., 2019).
(3) Gierl, H. (2002): Effect of the advertising environment on the impact of an advertising medium, in: der markt, 41(4), 127-137.Cluster analysis
(4) Backhaus, K., Erichson, B., Plinke, W., Weiber, R. (2018): Multivariate analysis methods - An application-oriented introduction, 15th ed, Springer (available as e-book; 16th ed, 2021).
(5) Bühl, A. (2018): SPSS - Introduction to modern data analysis starting with SPSS 25, 16th ed, Pearson Studium.
Association in the course directory
Last modified: Mo 21.08.2023 10:06