Marketing Research Business Studies Program Spring 2023 Semester - Alicante

This module of the Degree of Business and Administration (ADE) provides the student the basic tools to an appropriate guidance and management of the market research within the firm, which means: summarizing, identifying, gathering and analyzing information for marketing strategy and tactics. The proper application of market research allows achieving, more efficiently, corporate and marketing objectives of the firm, as well as keeping the right way for the firm from a legal and ethical point of view.

This module is included within Business Economy, closely related to other subjects of Strategic Management, Finance and Accounting, of preceding or posterior years. Moreover, it is related to other subjects of Marketing, since it develops gathering information techniques, presented in Introductory Marketing (Introducción al Marketing), which are useful in the decision processes studied in the mandatory subjects: Marketing Management (Dirección de Marketing) and Strategic Marketing (Marketing Estratégico), and in the elective subjects: Comercial Distribution (Distribución Comercial), Marketing Communication (Comunicación en Marketing), Sales Management (Dirección de Ventas) and International Marketing (Marketing Internacional).

Course will consist of 60hrs of in class work and 90 hrs of independent work outside the classroom.