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2024/2025 KAN-CCMVV2448U Journey Through the World of International Marketing and Management Research
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| Journey Through the World of International Marketing and Management Research |
Course information |
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| Language | English |
| Course ECTS | 7.5 ECTS |
| Type | Elective |
| Level | Full Degree Master |
| Duration | One Quarter |
| Start time of the course | Second Quarter |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Max. participants | 150 |
| Study board |
Study Board for cand.merc. and GMA (CM)
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| Last updated on 13-02-2024 | |
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After successful completion of this course,
students can:
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| Course prerequisites | ||||||||||||||||||||||||
| The course assumes basic statistical literacy (e.g., correlations, regression, statistical testing). Statistical analyses will focus on the “R” programming language, which is freely available and for which previous experience is a plus but not a requirement. | ||||||||||||||||||||||||
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Understanding consumers and managers from different countries and cultures is crucial for successful marketing and management. It enables businesses to tailor their strategies to diverse consumer preferences, behaviors, and trends across different global markets. This course delves into the complexities of international marketing and management research, emphasizing the unique considerations and potential obstacles that businesses face when conducting quantitative research across different cultures and jurisdictions. The course is designed to equip students with a comprehensive understanding of cutting-edge quantitative research methodologies and hands-on experience in international data collection and analysis in the marketing and management domains.
The course takes students on a journey through several modules with advanced international marketing and management research topics. A first module focuses on conceptualization for international marketing and management research. The second module focuses on leveraging digital data. A third module follows up by discussing relevant topics when collecting new data based on self-reports. The course combines substantive theory with statistical techniques and applied insights. Thus, the course develops conceptualization skills and trains students in data collection, data management, data analysis, and applied insights; all in an international marketing and management context.
The course is highly interactive and hands-on, combining in-depth lectures (some of which might be pre-recorded) with practical exercises. The exercise classes involve hands-on applications, class discussions, and student presentations of cases and prepared assignments. The course encourages active involvement of Artificial Intelligence (AI) such as ChatGPT, for example for scale development or as a companion data analyst. Therein, it is important to instruct the AI to do certain analyses and to interpret its outcome for reliability, validity, ethicality, and suitability in an international marketing and management context. After successful completion of this course, students will be prepared to start an ambitious thesis project that applies quantitative research methods. Overall, this course trains a transferable skill set that is highly sought after by international companies. |
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| Description of the teaching methods | ||||||||||||||||||||||||
| The course consists of lectures (some of which might be pre-recorded) and exercise classes. | ||||||||||||||||||||||||
| Feedback during the teaching period | ||||||||||||||||||||||||
| The course provides continuous feedback through the activities in the lectures and exercise classes. | ||||||||||||||||||||||||
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| Further Information | ||||||||||||||||||||||||
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Part of minor "International Marketing and Management". |
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| Expected literature | ||||||||||||||||||||||||
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All course literature is freely available through CBS library.
Chapman, Chris and Elea McDonnell Feit (2019), R for Marketing Research and Analytics (2nd ed.). Cham: Springer International Publishing.
Zaefarian, Ghasem, Vita Kadille, Stephan C. Henneberg, and Alexander Leischnig (2017), "Endogeneity Bias in Marketing Research: Problem, Causes and Remedies," Industrial Marketing Management, 65, 39-46.
Boegershausen, Johannes, Hannes Datta, Abhishek Borah, and Andrew T. Stephen (2022), "Fields of Gold: Scraping Web Data for Marketing Insights," Journal of Marketing, 86 (5), 1-20.
Hartmann, Jochen, Mark Heitmann, Christian Siebert, and Christina Schamp (2023), "More Than a Feeling: Accuracy and Application of Sentiment Analysis," International Journal of Research in Marketing, 40 (1), 75-87.
Churchill, Gilbert A. (1979), "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, 16 (1), 64-73.
Peter, J. Paul (1981), "Construct Validity: A Review of Basic Issues and Marketing Practices," Journal of Marketing Research, 18 (2), 133-45.
Additional readings might be announced while the course progresses. |
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