DDMZ301 Basics of Marketing Research

Theatre Faculty
Winter 2018
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Kolegar
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 10:15–11:45 107
Prerequisites
Successful completion of Marketing I. and II.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Objectives: To introduce students to the basics of marketing information systems and marketing research terminology. - Implement the listener preparation, implementation and evaluation of marketing research knowledge from courses focused on project management and marketing. - Explain the basic methods and techniques of marketing research and virtually try them on project development marketing research. - Introduce students to the marketing research conducted abroad and discuss with them the ethical issues of marketing research. Descriptors:
Syllabus
  • - Introduction to marketing research. - Planning marketing research. - Qualitative Research. - Quantitative Research. - Online methods of marketing research. - Marketing research abroad. - Ethics of marketing research.
Literature
    recommended literature
  • Bryman, A., Bell, E.: Business research methods. Oxford University Press, 2007. ISBN 978-0-19-928498-6. info
  • Foret, M., Stávková, J.: Marketingový průzkum. Poznáváme svoje zákazníky. Brno: Computer Press, 2003. ISBN: ISBN: 978-80-251-2183-2. info
  • Hair, J., Bush R., Ortinau J: Marketing research: within a changing information environment. Boston, Mass.: McGraw-Hill/Irwin, 2006. ISBN 00-728-3087-5. info
  • Hauge, P.: Průzkum trhu. Brno: Computer Press, 2003. ISBN: 80-7226-917-8. info
  • Hendl, J.: Kvalitativní výzkum: základní teorie, metody a aplikace. Portál, 2008. ISBN 978-80-7367-485-4. info
  • Hendl, J.: Přehled statistických metod zpracování dat: analýza a metaanalýza dat. Portál, 2004. ISBN 80-7178-820-1. info
  • Kotler, P.: Marketing Management, Praha: Grada Publishing, 2007. ISBN 80-247-1359-4. info
  • Kozel, R.: Moderní marketingový výzkum. Praha: Grada Publishing, 2005. ISBN 80-247-0966-X. info
  • Punch, K.: Základy kvantitativního šetření. Portál, 2008. ISBN 978-80-7367-381-9. info
  • Arts-based segmentation research - www.artscouncil.org.uk. info
  • Culture segments - www.lateralthinkers.com. info
  • Wallace Studies in Building Arts Audience - www.wallacefoundation.org. info
Teaching methods
Lectures and self according to the recommended sources. Assignments and exercises on given topics. Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Test award of which is subject to: - 80% participation in class, - Processing during the term of assignments and exercises, - Successful passing the final test (min. 50%).
Language of instruction
Czech
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2018, recent)
  • Permalink: https://is.jamu.cz/course/difa/winter2018/DDMZ301