Marketing and Marketing Research

by Prof. Dr. Lutz Hildebrandt, et. al.

The course Marketing and Marketing Research aims at conveying general knowledge of marketing and market research.

Throughout the course, students get into a first contact with basic principles of marketing and learn how marketing needs and activities can be measured and quantified. At this background SPSS, a statistical analysis tool, is introduced.

In the scope of the tutorial, students run a small marketing research project which covers steps like questionnaire design, data collection, data analysis with SPSS and interpretation of results.