Course: Marketing Principles and Research credits: 5
- Course code
- LBVP26MPR1A
- Name
- Marketing Principles and Research
- Study year
- 2026-2027
- ECTS credits
- 5
- Language
- English
- Coordinator
- M. Soltanifar
- Modes of delivery
-
- Lecture
- Assessments
-
- Written exam - Computer, organised by STAD examinations
Learning outcomes
PLO1: International Business Opportunities
In this course, students develop foundational marketing knowledge to analyse markets and identify international business opportunities.
Learning line: Marketing
CLO 1: Students can apply fundamental marketing concepts (product, price, promotion, and place), including basic consumer behaviour and STP (segmentation, targeting, positioning), to analyse markets and identify international business opportunities.
CLO 2: Students can develop a basic international marketing strategy supported by environmental analysis and appropriate digital marketing tools.
PLO2: Business Transformation
In this course, students learn to apply research and analytical skills to support evidence-based marketing decision-making.
Learning line: Research and Data Analytics
CLO 1: Students can explain and apply the main stages of the business research process to investigate marketing-related questions.
CLO 2: Students can critically reflect on marketing research publications and construct a conceptual model to guide empirical inquiry.
CLO 3: Students can design and administer a questionnaire survey, assess reliability, and conduct descriptive analysis on primary data to support marketing decisions.
Learning line: Marketing
CLO 4: Students can use digital and analytical tools to interpret primary and secondary data and translate research findings into actionable marketing insights in an international context.
In this course, students develop foundational marketing knowledge to analyse markets and identify international business opportunities.
Learning line: Marketing
CLO 1: Students can apply fundamental marketing concepts (product, price, promotion, and place), including basic consumer behaviour and STP (segmentation, targeting, positioning), to analyse markets and identify international business opportunities.
CLO 2: Students can develop a basic international marketing strategy supported by environmental analysis and appropriate digital marketing tools.
PLO2: Business Transformation
In this course, students learn to apply research and analytical skills to support evidence-based marketing decision-making.
Learning line: Research and Data Analytics
CLO 1: Students can explain and apply the main stages of the business research process to investigate marketing-related questions.
CLO 2: Students can critically reflect on marketing research publications and construct a conceptual model to guide empirical inquiry.
CLO 3: Students can design and administer a questionnaire survey, assess reliability, and conduct descriptive analysis on primary data to support marketing decisions.
Learning line: Marketing
CLO 4: Students can use digital and analytical tools to interpret primary and secondary data and translate research findings into actionable marketing insights in an international context.
Content
This course introduces students to the fundamentals of marketing and business research in an international context. Students develop foundational knowledge of marketing principles (product, price, promotion, and place) and explore basic concepts of international marketing strategy and digital marketing tools. In addition, students learn the business research process, including the development of conceptual models, questionnaire design, and descriptive data analysis. By integrating marketing and research, the course supports evidence-based decision-making in the design of an international marketing strategy.
The course contributes to IBS’s strategic focus areas by strengthening students’ global mindset through international marketing perspectives, supporting analytical and data-informed decision-making, and fostering responsible marketing practices in a digital environment.
The course contributes to IBS’s strategic focus areas by strengthening students’ global mindset through international marketing perspectives, supporting analytical and data-informed decision-making, and fostering responsible marketing practices in a digital environment.
Included in programme(s)
School(s)
- Business & Law