0801 Global Marketing Research
PD Dr. Eva Hofmann
Contact details
Weekly hours
Language of instruction
09/14/20 to 10/04/20
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/12/20 01:00 PM - 02:30 PM Online-Einheit
Monday 11/02/20 01:00 PM - 04:00 PM Online-Einheit
Monday 11/09/20 01:00 PM - 04:00 PM Online-Einheit
Monday 11/16/20 01:00 PM - 04:00 PM Online-Einheit
Monday 11/23/20 01:00 PM - 04:00 PM Online-Einheit
Monday 11/30/20 01:00 PM - 04:00 PM Online-Einheit
Monday 12/14/20 01:00 PM - 04:00 PM Online-Einheit
Monday 12/21/20 01:00 PM - 04:00 PM Online-Einheit
Procedure for the course when limited activity on campus

In case of Distance Learning:

The course will be held online; students will receive PowerPoint slides with comments before the course and will have time to ask questions via Skype for Business at the time of the course. They will work on a practical group project with other students.

Contents, learning outcome, teaching/learning methods, assessment, reading, recommended previous knowledge and skills, availability of lecturer, and other will stay the same for distance learning.

Attencance requirement:

Online participation (Skype for Business) is obligatory in the first unit.

For successful completion of the course, students must not miss more than one session (except if they are in a very inconvenient time zone, where participation is not possible).



The course will cover the basic principles of market research and the influence of the cultural environment on the research. In more detail, understanding those techniques will help to improve and plan effective marketing stretegies.

Learning outcomes

This course centers on the marketing research in the marketing process. Studying marketing research enhances understanding of what marketing strategies are likely to be effective, how marketers operate in the marketplace to retrive valuable information for supporting marketing strategy. Thus, marketing research has managerial implications.

Its basic objectives are:

1) to provide the appropriate theories and concepts to make better marketing management decisions;

2) to increase skills in secundary and primary data collection; and

3) to provide a forum for students to discuss and apply these skills.

After completing the course, students will be able to undertake marketing research from a global perspective. Processes of secundary and primary data collection can be explained, identified and used for improving managerial decision-making.

Attendance requirements

Participation is obligatory in the first unit.

For successful completion of the course, students must not miss more than one session.

Teaching/learning method(s)

The course readings and activities are designed to help blend theory and practice. Parctice will allow to apply theories to real marketing problems. For practice work and presentations, students will form teams.


Evaluation and grading

Group work:

  • Interview guideline (10%)
  • Presentation (20%)
  • Report (30%)


  • Final Exam (30%)
  • Peer rating (10%)

A marketing research project will be prepared for class. You will receive three project grades: one for the interview guideline, a second for the team presentation and a third for the project write-up.

The course will be supported by Learn@WU, thus students are required to hand in assignments via the Learn@wu plattform; teaching material will be made available too.

Prerequisites for participation and waiting lists


Recommended previous knowledge and skills

Good foundations in scientific writing are required:

  • review of academic literature
  • proper use of quotation
  • application of formal style
Availability of lecturer(s)

Please send an e-mail to the lecturer (


For this course only WU-Accounts are used for e-mail communication and for use in Learn@wu, therefore, please check your WU-account regularly or ensure that a forward is set up.

Last edited: 2020-07-20