Marketing Intelligence

The module will discuss the fundamentals of market research as well as approaches to obtain marketing intelligence. It will outline the steps of the market research process with focus on determining the research problem, selecting the research design, executing the research design, preparing and analyzing data, and reporting of findings. In addition, the module will illuminate international market research. The module will be taught in winter semesters and has a lecture-exercise format.

This course is protected by a password. Please send an email to btb-marketing@bwl.tu-freiberg.de to obtain the password.