Marketing Intelligence

Description

This course evaluates the following learning outcomes: The student 1.1 (MM) analyzes marketing-related operational problems and questions from different functional areas, taking into account the specific managerial context. 3.2 (MM) plans, organizes and evaluates processes w.r.t. marketing research, taking into account the specific managerial context. 5.3 chooses the most relevant research method for the investigation of a management problem or social question and substantiates this choice. 5.4 assesses the consequences of a selected methodology for the reliability and validity of the results, and takes these into account when drawing conclusions and proposing solutions. 5.5 applies advanced methods and techniques for the acquisition, analysis, and interpretation of data independently, using the preferred supportive software. 5.6 synthesizes research results acquired on the basis of a critical analysis (and integration) of information from relevant sources and data, and substantiates solutions for a complex management problem or social question. 7.3 takes initiative, is flexible, shows responsibility and can work independently in complex and unpredictable contexts. 7.4 is able to utilize his/her acquired knowledge and his/her ability to think analytically, synthetically, abstractly and/or creatively in a flexible and authentic way in specific and/or complex situations. 8.1 formulates, as a member of a team, the interdisciplinary problem that is at the basis of the project, analyses the content of the project, the circumstances surrounding the project and factors that will influence the course of the project, and uses this information to formulate the (general) goals of the project. 8.2 organises, as a member of a team, the project and sets up a detailed and realistic plan, taking into account the context of the question, the scope of the project, the conditions, the limitations, the expected quality and the means available. 8.3 follows, both individually and as a member of a team, the arranged plans and applies time management techniques. 8.4 takes responsibility for his/her role in the team and carries out his/her part of the project on time. 8.5 assesses, as a member of a team, the project, monitors the progress of the project, deals with uncertainty, gives feedback and formulates points of action and points of improvement throughout the project. 8.6 participates constructively in meetings with the team and with others who are involved in the project. 8.7 assesses his/her own input critically and evaluates, as a member of a team, the course and the result of the project. 9.1 informs experts and laymen correctly and structurally on his/her general and/or specialised knowledge, both in speaking and writing. 9.3 communicates convincingly, shortly and concisely his/her vision and actions in different contexts and accounts for his/her choices, both in speaking and writing. 9.5 is aware that communication is a two-way street, asks for and anticipates input or feedback of the supervisor(s), listener(s) or reader(s). ERS objectives: - The student recognizes and evaluates ethical risks such as data misuse, bias and manipulation in the collection, analysis and presentation of data. - The student applies the methodology to a research assignment that, where possible, focuses on issues related to social responsibility. - The student reflects on the implications of the results from a social responsibility perspective. - Through group work, a student can deal with uncertainty when making decisions. - Through group work, a student is prepared to take into account different perspectives simultaneously. - Through group work, a student can learn to deal with opposition by adequately using various forms of communication and creating a safe environment. - Through group work, a student respects the values, opinions and views of others.