Time and room
Lecture (Prof. Dr. Sander):
The course in the summer semester 2021 will be conducted in digital form. The corresponding documents will be provided in the section "Materials" from CW 15 (12th to 18th April 2020). These files are protected by copyright. Therefore, publication and transfer to third parties is prohibited. The publication schedule can be found here.
Note: the lecture files differ in size due to digital teaching allowing course elements of the same topic to be joined (in contrast to presence teaching, which is scheduled in time slots).
Tutorials:
The exercise content will be provided as PowerPoint presentations with voice over in the section "Materials". These files are protected by copyright. Therefore, publication and transfer to third parties is prohibited. An overview over the publication dates can be found here.
Questions about the content of an exercise can be directed to Jens Ruben Dankerl (Jens.Dankerl@uni-konstanz.de) up to 14 days after its publication.
Exams:
First date: Thu, 15th July, 17:30 – 19:00, room: R513.
Second date: Thu, 7th October, 08:30 – 10:00, room: C230
Note: Please attend at least 10 minutes early to the exam for admission controls. Student and official photo ID are required for participation! The exam can only be taken at the specifically devised room. You are kindly asked to take note of the provisions for participation in on-campus exams, aswell as the mandatory 3G-check-in for entrance to the university, starting on 4th October 2021!
Registration Periods:
First date: 29.06. – 05.07.2021
Second date: 14.09. – 20.09.2021
Exam review:
First date: canceled (no registration)
Second date: Wed, 27th October 2021, 15:30-16:00, room: H309. Participation at the exam review requires prior registration via e-mail. You are kindly asked to take note of the further information about the registration procedure and the provisions for the exam review found here.
Description
This course begins with a discussion of the various buying behaviour theories. The buying behaviour of consumers, private and public companies and that of trade are analysed. This is followed by a presentation of how, in market research, data can be collected and processed in primary and secondary ways. Here, emphasis is placed on bivariate and multivariate data analysis methods. The final part of the course shows how forecasts can be made, which have a particular relevance for marketing. Aside from development forecasts, market response forecasts are also considered. The wide spectrum of forecasting methods is presented and examined with respect to its applicability to marketing-specific questions.
Foundational literature
- M. Sander: Marketing-Management. Märkte, Marktforschung und Marktbearbeitung, 3. Aufl., Konstanz, München 2019.
(More information) - C. Fantapié Altobelli: Marktforschung. Methoden, Anwendungen, Praxisbeispiele, 3. Aufl., Konstanz, München 2017.
(More information)
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