The course aims at demonstrating how marketing strategy and eliciting consumers’ preferences can be planned and designed using the applied choice analysis approach. The students will be provided with a wider perspective of the latest state-of-the-art in applied marketing research.
Specifically, they will learn how marketing tools are used in practice and how to devise their own marketing studies for the new product or service on the market. The practical part of the course will concentrate on teaching students how to run focus groups, collect and analyze the data. Moreover, the students will be asked to submit an essay paper.