SEMM712 Практика: Лаборатория за изследване на търговските марки I част
Анотация:
The course is dedicated to practical application of the research models in brand management and development. Each term new research project starts and all of the students are involved in different roles according to the nature of the project – qualitative and/or quantitative, its objectives and particular interest students may have – a specific a product category, a field-work options, past experience, a subject of their MA thesis project, etc. This is the way the students to pass through the whole process from research design to report preparation, to practice brand management analyses and to make relevant conclusions. Usually the research results are presented in the SEECSS international events as report.
Преподавател(и):
проф. Кристиан Банков д.н.
гл. ас. Димитър Трендафилов д-р
Описание на курса:
Компетенции:
The successfully graduate student will:
1) know:
• How design research project;
• How design research questionnaire;
• How to spread questionnaire via Internet platforms and to collect data;
• How conduct interviews and other on-field activities;
• How to process data;
• How to analyze the information;
• How to prepare final report.
2) be able:
• To design their own research project;
• To put the right objectives;
• To design correctly a research questionnaire;
• To use Internet platforms and to collect data;
• To conduct in-depth interviews successfully;
• To process data and analyze the information;
• To write final report correctly.
Предварителни изисквания:
No
Форми на провеждане:
Редовен
Учебни форми:
Практика, практикум
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
1 COURSE INTRODUCTION – RESERCH OBJECTIVES Discussion
2 RESEARCH PROJECT DESIGN Practice
3 QUESTIONNAIRE DESIGN Practice
4 INTERVIEW DESING Practice
5 PARTICIPANTS BRIEF Practice
6 FIRST DATA OVERVIEW Discussion
7 DATA PROCESSING Practice
8 ANALYSES AND CONCLUSIONS Practice
9 REPORT WRITING Practice
Литература по темите:
Basic
Банчев, Петър (2010), Пазарни проучвания, Велико Търново: Фабер;
Желев, Симеон (2000), Маркетингови изследвания за маркетингови решения, София: Тракия-М;
Желев, Симеон (2008), Маркетингови изследвания. Методология и организация, София: Университетско издателство „Стопанство”;
Arnould, Eric. J. and Wallendorf, Melanie (1994), Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation, in “Journal of Marketing Research”, Vol. 31, №4 (Nov.), pp. 484-504.
Brown, Stephen, Turley, Darach (ed.) (2005), Consumer Research. Postcards from the Edge, Taylor & Francis e-Library.
Denzin, Norman K., Lincoln, Yvonna S. (ed.) (1998), The Landscape of Qualitative Research: Theories and Issues, Thousand Oaks, Ca/London: SAGE Publications, Inc.
Hackley, Chris (2003), Doing Research Projects in Marketing, Management and Consumer Research, New York: Routledge.
Heding, Tilde, Knudtzen, Charlotte F., Bjerre, Morgens (2008), Brand Management. Research, Theory and Practice, New York/London: Routledge.
Keegan, Sheila (2009), Qualitative Research. Good Decision Making Through Understanding People, Cultures and Markets, Kogan Page Ltd.
Silverman, David, Marvasti, Amir (2008), Doing Qualitative Research. A Comprehensive Guide, Los Angeles/London/New Delhi: SAGE Publications Ltd.
Thompson, Craig J. (1997), Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories, in “Journal of Consumer Research”, Vol. 34, № 4 (Nov.), The Chicago University Press, pp. 438-455.
Additional
Минева, Мила (2008), Пътеводител 2020, София: Икономедиа АД.
Holbrook, Morris B. (ed.), Consumer Value. A Framework of Analysis and Research, London/New York: Routledge, 2002.
Lancaster, Geoff, Research Methods in Management, Oxford/New York: Elsevier Butterworth-Heinemann, 2005.
Средства за оценяване:
ТEST
ASSIGNMENTS
PRACTICAL TASKS 100%
PROTFOLIO
ORAL EXAMINATION