MODULE 4: Marketing management  

Unit 2: Overview of marketing research

Coordinators:  Dr. L.Otgonjargal, Mongolian University of Life sciences, Mongolia

Lecturer: Dr.Ts.Nansalmaa,  Mongolian University of Life sciences, Mongolia, a Guest lecturer from the List of teachers within the AGRIMBA network (Annex 1)

Marketing research of the Agricultural companies

To improve personal knowledge of theoretical, methodological, and applied positions of marketing science.

To Describe the collecting information and forecasting demand.

To Explain the collecting internal records.

To Define the problem8 the decision alternatives and the research objectives.

To Discuss the sales information systems, Databases, data warehousing, and data mining.

To Describe the benefits of good marketing research.

To Explain why good ethics is good business in marketing metrics.

Lectures

Interaction with teachers and fellow students

Self-guided group work

What is a modern Marketing information system?

Key Terms in Marketing research

The collecting marketing intelligence on the internet, communicating and acting on marketing intelligence

Needs and trends, Identifying the major forces, the demographic environment

Define the problem, the decision alternatives, and the research objectives

Developing a marketing design, tests

Written and oral exam

Naresh.K.Malhotra & David.F.Birks / “Marketing Research” an applied approach  – 2017

Deepak Chawla, Neena Sondhi / “Research methodology” concepts and cases – 2011