Market Research I

Marketing managers make numerous strategic and tactical decisions throughout the process of identifying and satisfying customer needs, including defining and segmenting the market, selecting targets, positioning brands and products, and implementing marketing programmes, among others. Having access to accurate/actionable information is vital for optimising decision-making processes, minimising risks and maximising potential opportunities.

Market research aims to assess information needs and provide management with relevant, reliable and up-to-date information so that they can identify marketing problems and opportunities. Suitable methods and techniques are selected in accordance with the kind of data required. Marketers should understand the utility of these techniques and know when and how to use them in order to efficiently manage their brands and products.

This course has been developed to teach students how to optimise marketing decisions in their future professional careers and to understand which information can provide market research. Students will learn what market research is and how it should be carried out, as well as acquiring specific research skills and learning how to present information.

Note, this course is an ESCI elective. In other words, it is an integrated course with Spanish students and the weekly schedule follows the Spanish university system, which means classes may be held on Fridays.