Applied Marketing Research in the Digital Era International Business Program Spring 2020 Semester CEA & UPF Hybrid - Barcelona

Customer focus is now one of the keys to success in any kind of modern business venture, from Twitch streamers to major corporations. Developing products that serve customers? needs in the best possible way, increase customer satisfaction and engagement and build unforgettable experiences requires considerable data collection efforts and how-to knowledge.

This course aims to introduce the key priorities to be taken into account when building successful marketing strategies and to provide students with working knowledge and firsthand experience of running offline and online marketing research campaigns. Students will learn about the key principles of how to design and plan marketing research, explore relevant research designs for B2B and B2C sectors, learn about the particular features of data transformation and analysis, as well as discussing new trends in marketing research, including neuromarketing.Students are expected to work individually and in groups on several marketing research campaigns and to present their work to their peers.

This course will quickly go beyond general concepts and ideas and provide students with in-depth understanding of critical details of modern marketing research. It aims to equip students with practical tools they will be able to apply in real-life situations.