Marketing Research International Business Program Spring 2024 Semester CEA CAPA & UPF Hybrid - Barcelona

The objective of marketing is to detect unfulfilled needs and desires. Marketing managers need to generate and deliver value to the customers through their products and services. But before any product is launched to the market, Marketing Managers need to undertake a long process of market research.

Market research is the systematic problem analysis which will provide the appropriate information to identify the customers needs: define the market segment, selecting the objective group targets, positioning of the products and brands. Relevant, up-to-date and reliable data which will help the Marketing Managers to make the decisions necessary for the marketing plans.

This course will provide students with in-depth understanding of critical details of modern marketing research. It aims to equip students with practical tools on the key principals of how to design and plan marketing research. Combination of quantitative and qualitative methods, market research methods and techniques; data transformation, analysis and presentation of results. The course will be combine real-life business cases and new trends in marketing research, with situations to provide practical and real-life situations to apply the knowledge learnt in class.