by Prof. Dr. Lutz Hildebrandt and M.Sc. Mareike Sachse

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.