Course Code : TRM 482 


Weekly Course and application hours of the course: 3-0

Brief Course Description:

Market research is the cornerstone of the marketing process. It helps companies identify customers and marketplace demand and reveals how customers receive a company’s products or services. Anticipating and tracking customer behaviour is vital to the success of any marketing initiative. This course introduces the reasoning and methodology behind effective market research. Students learn best practices in data collection and market segmentation, and gain a thorough understanding of market analysis and strategic positioning. Students also explore the stages of the buying process and examine factors that influence consumer buying patterns. Finally students identify potential conflicts between a consumer’s perceptions of a product or service and the way a marketer may position it.

Credit(s): 3                   ECTS: 5

Textbooks and supplementary books:

Course Evaluation:

Participation / Attendance : 10%,

Mid-Term Exam : 30%,

Homework : 10%,

Final Exam : 50%,

Attendance is at least 95 % mandatory.