Applied Marketing Research in the Digital Era (IBP)
Universidad Pompeu Fabra
Area of Study
International Marketing, Marketing
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Nowadays, “focus on the customer” is one of the key success factors for any type of modern business venture from Twitch streamers to mega-Corporations. Developing products that serve client’s needs in the best possible way, increase customer satisfaction & engagement, and build unforgettable “experiences” - all require considerable data collection efforts and “how-to” knowledge. The course “Applied Marketing Research in the Digital Era” aims to introduce the key priorities to be taken into account when building successful marketing strategies and provide students with working knowledge & first-hand experiences in running offline and online marketing research campaigns. Participants of this course will learn about key principles of how to design and plan marketing research, explore relevant research designs for B2B & B2C sectors, learn about peculiarities of data transformation & analysis as well as discuss new trends in marketing research including Neuromarking. During this course, students are expected to
work individually and in-groups on several marketing research campaigns and present their work to the peers. The main objective of the “Applied Marketing Research in the Digital Era” course is to avoid staying on the level of general concepts & ideas and to provide in-depth understanding of the critical details of modern marketing research. This course aims to introduce students to the practical tools they will be able to apply in the real-life situations.
Courses and course hours of instruction are subject to change.