MARKETING RESEARCH | Makerere University Courses

Course Code:

COX 4117

Course Credit Units:

3

Semester:

Semester 1

Year of Study:

Year 4

Undergraduate or Graduate Level:

Undergraduate Level

Academic Programs:

Bachelor Of Commerce External

College:

College of Business and Management Sciences

School:

School of Computing and Informatics Technology (CIT)

Course Description & Objectives:

This course concerns the use of marketing research as an aid to making marketing decisions. Specifically, this course addresses how the information used to make marketing decisions is gathered and analyzed. Accordingly, this course is appropriate for both prospective users of research results and prospective marketing researchers. Course Objectives

Describe the marketing research process
Assess the marketing information systems
Examine the marketing research problems and solutions
Carryout marketing research forecast for the business.

Learning Outcomes:

Should be able to appreciate marketing research as a process that involves a sequence of activities, each compatible with the preceding stage(s);
Should have a thorough understanding of the strengths and weaknesses of alternative research designs;
Should be aware of the many sources of marketing information and have some knowledge of the various means for gathering such information;
Should be more sensitive to the biases and limitations of marketing data and data analysis;
Should have a general understanding of uni-variate and multivariate data analysis techniques (i.e., should be able to decide when a particular technique is appropriate and understand the managerial implications of analytical results); and
Should be able to design and execute a basic survey research project.
Develop a marketing research report.