New trends in market research 2500-PL-PS-SP11-11

This course has not yet been described...

Term 2026Z:

"The aim of the course is to develop students' competencies in designing, conducting, and interpreting marketing research in the digital environment. Students will learn the basic concepts and concepts of conducting such research, selected analytical tools, and methods for presenting results that support decision-making in digital marketing.

Course Content:
• Introduction to research methods in digital marketing
o The role of research in digital marketing
o Overview of research methods
• Social listening and sentiment analysis: what is sentiment analysis and what is it used for, social media monitoring
• Segmentation, including criteria and methods for identifying target groups
• Eye-tracking and heatmap analysis and their applications
• A/B testing and online experiments, principles of conducting such research, the role and importance of statistical tests
• Website traffic analysis, the concept of attribution and its importance in assessing campaign effectiveness, attribution models. Mapping the customer journey in digital marketing. Identifying touchpoints and online communication channels.
• Data analysis and interpretation, and research ethics, including data visualization and storytelling, and critical evaluation of sources and methods.
"

Learning outcomes

"After completing the course, the student will:

Knowledge:
K_W01: Know the basic concepts, methods, and research techniques used in digital marketing.
K_W03: Possess in-depth knowledge of quantitative and qualitative methods used in consumer research and digital analytics.

Skills:
K_U04: Is able to formulate research problems and design the research process in the context of digital marketing.
K_U06: Is able to independently conduct marketing research using digital tools and analyze data.
K_U07: Is able to interpret research results and present them in reports and strategic recommendations.

Social skills:
K_K02: Understands the importance of integrity and ethics in conducting marketing research and is able to critically evaluate data quality.
K_K05: Demonstrates a willingness to continuously improve research competencies and follows new methods and technologies in the field of analytics.
"