DETAILED SYLLABUS

Marketing Research

1. Information about the study program

1.1 University / Babeș-Bolyai University Cluj-Napoca
1.2 Faculty / Faculty of Economics and Business Administration
1.3 Department / Marketing
1.4 Field of study / Finance
1.5 Program level (bachelor or master) / Bachelor
1.6 Study program / Qualification / Finance and Banking

2. Information about the subject

2.1 Subject title / Marketing Research
2.2 Course activities professor / Lecturer Mircea-Andrei Scridon, PhD
2.3 Seminar activities professor / Lecturer Mircea-Andrei Scridon, PhD
2.4 Year of study / 2 / 2.5 Semester / 4 / 2.6 Type of assessment / C / 2.7 Subject regime / OPT.

3. Total estimated time (teaching hours per semester)

3.1 Number of hours per week / 3 / out of which: 3.2 course / 2 / 3.3 seminar/laboratory / 1
3.4 Total number of hours in the curriculum / 42 / out of which: 3.5 course / 28 / 3.6 seminar/laboratory / 14
Time distribution / Hours
Study based on textbook, course support, references and notes / 30
Additional documentation in the library, through specialized databases and field activities / 10
Preparing seminars/laboratories, essays, portfolios and reports / 12
Tutoring / 3
Assessment (examinations) / 3
Others activities ...... / 0
3.7 Total hours for individual study / 58
3.8 Total hours per semester / 100
3.9 Number of credits / 4

4. Preconditions (if necessary)

4.1 Curriculum / Not necessary
4.2 Skills / Not necessary

5. Conditions (if necessary)

5.1. For course development / During courses students, should not use their mobile phones
5.2. For seminar / laboratory development / In order to prepare their project, students must form teams of maximum 4 individuals; The deadlines for project delivery and presentation is established by agreement between students and the seminar activities professor.

6. Acquired specific competences

Professional competences / •  Defining the concepts, methods, techniques and tools used in marketing research
•  Explain the concepts, methods, techniques and tools used in marketing research
•  The application of methods, techniques and tools specific to market and consumer research
•  Comparative studying and critical assessment of the methods, techniques and tools used in marketing research
•  Designing a marketing study
•  Conduct a marketing study
•  Identification and description of tools and computer applications used in marketing research
•  Explain how to use the tools and computer applications used in marketing research
•  Using software in marketing research
•  Critical evaluation of the characteristics of the main software tools used in marketing research
•  Develop and use specific databases for marketing research activities
Transversal competences / •  Applying the principles, norms and values of professional ethics in their rigorous, efficient, and responsible work strategy
•  Identifying roles and responsibilities in a team and applying networking and effective work techniques within a team
•  Identify opportunities for continuing education and effective utilization of resources and learning techniques for their own development

7. Subject objectives (arising from the acquired specific competences)

7.1 Subject’s general objective / To familiarize students with the main aspects of a specific marketing research.
7.2 Specific objectives / To familiarize students with the concepts and the specific methods of marketing research;
To develop the ability to analyze the research problem and identify the various methodological solutions to solve it;
To interpret results and draw relevant conclusions necessary to the marketing decision process.

8. Contents

8.1 Course / Teaching methods / Observations
Introduction to marketing research / lecture / 2 lectures
Survey: measurement and measuring scales / lecture / 2 lectures
Questionnaire – a tool for data collection / lecture / 2 lectures
Sampling methods / lecture / 2 lectures
Data analysis / lecture / 2 lectures
Presenting research results / lecture / 1 lecture
Qualitative research methods / lecture / 2 lectures
Observation methods / lecture / 1 lecture
References:
1. Plăiaş I. (coord.) Cercetări de marketing, Editura Risoprint, Cluj-Napoca, 2008.
2. Marius D. POP - Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, 2004.
3. Marius D. POP, Adrian G. POCOL, Mihai F. BĂCILĂ, Ovidiu I. MOISESCU - Cercetări de marketing - teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, 2004.
4. Iacob CĂTOIU - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2002.
5. Constantin FLORESCU, Petre MåLCOMETE, Nicolae Al. POP - coord. Marketing -dicţionar explicativ, Ed. Economică, Bucureşti, 2003.
6. Philip KOTLER, Managementul marketingului, Ed. Teora, Bucureşti 2000.
7. Jacques LENDREVIE, Denis LINDON, Mercator, ed. a 4 a, Ed. Dalloz, Paris, 1990.
8. Ştefan PRUTIANU, Corneliu MUNTEANU, Cezar CALUSCHI, Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, 1998.
9. Traian ROTARIU, Petre ILUŢ, Ancheta sociologică şi sondajul de opinie, Teorie şi practică, Ed. Polirom, Iaşi, 1997.
10. Traian ROTARIU - coord., Metode statistice aplicate în ştiinţele sociale, Ed. Polirom, Iaşi, 1999.
11. Liliana SPIRCU, Mihai CALCIU, Tineriu SPIRCU, Analiza datelor de marketing, Ed. All, Bucureşti, 1994.
12. Jean-Pierre VEDRINE, Le traitement des donnees en marketing, Ed. Les Editions d’Organisation, Paris, 1991.
8.2 Seminar/laboratory / Teaching methods / Observations
Seminar for organizational problems; Secondary data sources; Software used for data collection and analysis. / Debate / 1 seminar
Measurement and measuring scales - examples / Case studies; Debate / 1 seminar
Questioning and questionnaire design / Case studies; Debate / 1 seminar
Sampling methods - applications / Applications; Debate / 1 seminar
Data processing and data analysis / Applications / 2 seminars
Project presentation / Debate / 1 seminar
References:
1. Plăiaş I. (coord.) Cercetări de marketing, Editura Risorpint, Cluj-Napoca, 2008.
2. Marius D. POP - Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj Napoca, 2004.
3. Marius D. POP, Adrian G. POCOL, Mihai F. BĂCILĂ, Ovidiu I. MOISESCU - Cercetări de marketing - teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, 2004.
4. Iacob CĂTOIU - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2002.
5. Constantin FLORESCU, Petre MåLCOMETE, Nicolae Al. POP - coord. Marketing -dicţionar explicativ, Ed. Economică, Bucureşti, 2003.
6. Philip KOTLER, Managementul marketingului, Ed. Teora, Bucureşti 2000.
7. Jacques LENDREVIE, Denis LINDON, Mercator, ed. a 4 a, Ed. Dalloz, Paris, 1990.
8. Ştefan PRUTIANU, Corneliu MUNTEANU, Cezar CALUSCHI, Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, 1998.
9. Traian ROTARIU, Petre ILUŢ, Ancheta sociologică şi sondajul de opinie, Teorie şi practică, Ed. Polirom, Iaşi, 1997.
10. Traian ROTARIU - coord., Metode statistice aplicate în ştiinţele sociale, Ed. Polirom, Iaşi, 1999.
11. Liliana SPIRCU, Mihai CALCIU, Tineriu SPIRCU, Analiza datelor de marketing, Ed. All, Bucureşti, 1994.
12. Jean-Pierre VEDRINE, Le traitement des donnees en marketing, Ed. Les Editions d’Organisation, Paris, 1991

9. Corroboration / validation of the subject’s content in relation to the expectations coming from representatives of the epistemic community, of the professional associations and of the representative employers in the program’s field.

·  Marketing research is a fundamental requirement to conduct any marketing efforts. By default, all organizations wishing to design and put into practice a marketing action (whether it is within the scope of strategy or in the scope tactics) should conduct marketing research.

10. Assessment (examination)

Type of activity / 10.1 Assessment criteria / 10.2 Assessment methods / 10.3 Weight in the final grade
10.4 Course / Knowledge of the concepts, methods and techniques specific to marketing research. / Written exam / 60%
Ability to appropriately use the concepts and specific methods of marketing research
10.5 Seminar/laboratory / Understanding and assimilating the specific issues dealt with during courses and seminaries / Active involvement during seminars. Designing and conducting a marketing research on a specific topic previously agreed by the students and the seminar activities professor. Presenting the research report. / 40%
Ability to design and conduct a real marketing research
10.6 Minimum performance standard
•  It is necessary to obtain a minimum grade of 5 (five) to pass this subject;
•  The grades being granted are between 1 (one) and 10 (ten);
•  Students must approach each element (question, problem) within the exam sheet;
•  The exam is written and takes approximately 60 minutes;

Date of filling Signature of the course professor Signature of the seminar professor

01.03.2017 Lecturer Mircea-Andrei SCRIDON, PhD Lecturer Mircea-Andrei SCRIDON, PhD

Date of approval by the department Head of department’s signature

09.03.2017 Professor Ciprian-Marcel POP, PhD

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NOTE: This document represents an informal translation performed by the faculty member.