SylabUZ
| Nazwa przedmiotu | Market analysis |
| Kod przedmiotu | 04.9-WZ-ZarzD-MAn |
| Wydział | Wydział Ekonomii i Zarządzania |
| Kierunek | Zarządzanie |
| Profil | ogólnoakademicki |
| Rodzaj studiów | drugiego stopnia z tyt. magistra |
| Semestr rozpoczęcia | semestr zimowy 2023/2024 |
| Semestr | 3 |
| Liczba punktów ECTS do zdobycia | 3 |
| Typ przedmiotu | obowiązkowy |
| Język nauczania | angielski |
| Sylabus opracował |
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| Forma zajęć | Liczba godzin w semestrze (stacjonarne) | Liczba godzin w tygodniu (stacjonarne) | Liczba godzin w semestrze (niestacjonarne) | Liczba godzin w tygodniu (niestacjonarne) | Forma zaliczenia |
| Laboratorium | 15 | 1 | 9 | 0,6 | Zaliczenie na ocenę |
| Wykład | 15 | 1 | 9 | 0,6 | Egzamin |
Developing students' competences in the field of employee evaluation and shaping practical skills preparing for the use of knowledge in professional work consisting in conducting a comprehensive market analysis and its use for business purposes.
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Lecture: Introduction to the issues of market research - objectives, functions and characteristics of market research, types and methods of research, the course of the research process, comparative standards. The concept of the market and the market mechanism - the concept and classification of markets, factors influencing the market, elements of the decision-making process, uncertainty and risk in market situations, phase of the sector's life cycle. Analysis of the subjective structure of the market: goals, tasks, types of areas of analysis, rules, limitations. Time and spatial approach to the problem of market capacity.
Laboratory: Study of the company's market position - market share analysis. Analysis of strategic groups, analysis of competition, degree of market concentration. Evaluation of market absorption and capacity, the impact of income and prices on market capacity. Investigation of stock shortages and unsatisfied demand, analysis of emerging demand. Market segmentation process. Analysis of the spatial differentiation of the market, assessment of the degree of uniform occurrence of the phenomenon in space.
Lecture - conventional lecture, problem lecture.
Laboratory - group work, problem solving, workshops, case studies.
| Opis efektu | Symbole efektów | Metody weryfikacji | Forma zajęć |
Lecture: pass with a grade
Laboratory: pass with a grade
Conditions for passing the lectures: open questions open questions with score thresholds, students answer 4 questions selected by the lecturer; score thresholds for individual colloquium grades: 8-7.5 points - 5.0; 7 points - 4.5; 6.5 - 6.0 points - 4.0; 5.5 points - 3.5; 5.0 - 4.5 points - 3.0.
Conditions for passing the laboratory: semester project and active participation in classes.
The grade for the course consists of the grade from the laboratory (50%) and lectures (50%). The condition for passing the course is positive grades from the laboratory and the lecture.
Emrah Yayici, Business Analysis Methodology, BA-Works, 2015.
Paul Hague, Market Research in Practice: An Introduction to Gaining Greater Market Insight, Kogan Page, 2021.
Robert W. Palmatier, J. Andrew Petersen, Frank Germann, Marketing Analytics: Based on First Principles, Bloomsbury Academic, 2022.
Yvonne McGivern, Practice of Market Research, PEARSON Education Limited, 2021.
Kotler Philip, Lane Kevin, Marketing Management, Pearson Education, 2016.
Zmodyfikowane przez mgr Łukasz Augustowski (ostatnia modyfikacja: 25-05-2023 16:31)
