KOLLER MO. · GHEORGHE S.: Marketing and Consumer Research Project Specialization in Business Administration Course IV - Marketing and Consumer Research

Description

Course Contents: In this course, students get to know how to conduct marketing and consumer research projects. Students get the opportunity to apply their acquired knowledge to realistic and complex scenarios in teams. They are introduced to all different stages of marketing and consumer research projects: designing, conducting, analyzing, and reporting. The course covers a broad range of methods, including qualitative and quantitative approaches. The aim of the project is to provide students with hands-on experience in the field of marketing and consumer research as well as to derive implications for practice and research alike. In this course, generating customer insights is trained along real-world problems in marketing practice. Alongside classical research techniques, students also explore how large language models can support different stages of the research process, from developing study designs and pretesting materials to creating basic prototypes such as synthetic personas. The course encourages a critical and reflective use of AI tools, highlighting both their potential and their limitations in contemporary marketing research. We work with diverse, multicultural teams to reflect the international nature of today’s business environment. The language of the course is English to ensure that everyone can participate fully and to foster multilingual and intercultural communication. Students learn to collaborate across cultural boundaries and reflect on how culture shapes both consumer behavior and team dynamics. Learning Outcomes: At the end of this course, students should: 1. Have gained knowledge about the course of a research project 2. Have first hands-on experience in marketing research 3. Have some experiences in using qualitative and/or quantitative research methods 4. Have gained knowledge in how to plan and manage an empirical investigation 5. Have gained experiences in deriving customer insights relevant for various stakeholders 6. Be able to collaborate effectively in diverse, multicultural teams and reflect on how cultural perspectives influence consumer behavior and research processes 7. Be able to use AI as a sparring partner when developing a study design, conducting pretests and distilling the research insights into a synthetic persona. Attendance requirements: Minimum attendance: 80% Attendance in the first session and the presentations is mandatory! Teaching/learning method(s): Group work, presentation, discussion, coaching Assessment: Discovery phase: 30% Empirical phase: 60% Peer evaluation (individual): 10% In order to successfully complete the course, ALL parts must be provided! Failure to provide a part leads to immediate exclusion from the course (assessment: fail)! Prerequisites: This course can only be taken after having successfully completed course 1. Recommended literature: Last edited : 2026-04-09 10:33 © Wirtschaftsuniversität Wien | Kontakt