This seminar introduces students to qualitative research methods and provides them with the opportunity to conduct a research project in the field of International Marketing.
On successful completion of this course student will:
familiarize themselves with qualitative research methods;
understand the research process;
be able to plan and conduct a research project in the field of International Marketing;
know how to evaluate and discuss the results of their research;
improve their skills in writing academic papers.

Completed courses: International Marketing; International Strategic Management

Formulating research objectives
The research design
Qualitative marketing research methods: content analysis, case study research
Conducting a research project
Writing and presenting an International Marketing research seminar paper

Craig, S. C. & Douglas, S. P. (2005). International Marketing Research, 3rd. ed. New York: John Wiley & Sons.

Czinkota, M./Ronkainen, I./Zvobgo, G. (2011). International Marketing, Cengage Learning, UK.

Mooradian, T./Matzler, K./Ring, L. (2012). Strategic Marketing, International Edition, Prentice Hall/Pearson.

Schmidt, M. & Hollensen, S. (2006). Marketing Research: An International Approach. Harlow: Financial Times Prentice Hall.

Group projects, project coaching, lecture & discussion

Seminar paper (100%)