LEARNING OUTCOMES

1. Development of statistical analyses.

2. Preparation of executive reports.

3. Ability to perform univariate and multivariate analysis, assuming a decision-making perspective.



BASIC AND GENERAL COMPETENCES

G001 - Acquire knowledge and understand the meaning and relevance of theories, concepts, and methodologies in the context of the (inter)disciplinary field of communication, especially in advertising and public relations techniques.

G002 - Apply theories and methodological tools to practice in different communicative processes and contexts.

G003 - Synthesize, develop, and apply new creative approaches to communication problem-solving.

G004 - Analyze, interpret, explain, and critically evaluate facts, social processes, texts, and communication projects.

G005 - Communicate and present fluently, effectively, and with reasoned arguments, projects, achievements, and research results in various genres, formats, and advertising and public relations media.

G006 - Develop skills related to participation, management, and optimization of teamwork, applying informed criteria to decision-making and evaluation of results.

G007 - Apply skills and use techniques, technologies, and resources to develop content and processes of advertising communication, public relations, and general information.

G008 - Project and design strategies aimed at identifying objectives and planning actions in the context of advertising and public relations projects.

G009 - Acquire knowledge and experience of professional environments and routines to approach the reality of the work of different professional profiles in the field of advertising and public relations demanded by the market.

G010 - Seek, select, prioritize, and analyze information and documentation from different sources, adapting its content to different narrative forms and strategies.

CB1 - Students have demonstrated possession and understanding of knowledge in an area of study that builds on general secondary education and is usually at a level that, while supported by advanced textbooks, also includes some aspects involving knowledge from the forefront of their field of study.

CB2 - Students can apply their knowledge to their work or vocation in a professional manner and possess the competencies usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study.

CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

CB4 - Students can convey information, ideas, problems, and solutions to both specialized and non-specialized audiences.

CB5 - Students have developed the learning skills necessary to undertake further studies with a high degree of autonomy.



TRANSVERSAL COMPETENCES

CT5 - Information management and digital citizenship.

CT7 - Critical thinking.

CT8 - Teamwork.

THEORETICAL CONTENTS



1. Concept and components of a marketing information system

2. Sources and Areas of research

3. Marketing research process

4. Research resources for marketing on the Web

5. Artificial intelligence and marketing research



PRACTICAL CONTENTS



- Analysis/Creation and analysis of databases.

- Questionnaire design.

- Conducting group meetings.

- Marketing content research.

Lectures with interaction.

Realistic research on a product/service.

Classroom practices.

Group dynamics.

CONTINUOUS EVALUATION SYSTEM



Students who have regularly attended the lectures and classroom practical sessions and have submitted the practical exercises stipulated by the instructor within the established time frame may opt for this system. Passing the theoretical exam is required to calculate the final weighted grade.



In accordance with article 8.3 of the Student Evaluation Regulations, students wishing to withdraw from continuous assessment and opt for the final exam must submit a written request to the course instructor within the first nine weeks from the start of the semester.



FINAL EVALUATION SYSTEM



Students who have not fulfilled the requirements of continuous assessment or have opted out of it may participate in the ordinary exam session under the conditions of the final evaluation, which will consist of:



a) A written exam covering the theoretical contents included in the entire syllabus (50%).

b) Completion of a practical test (50%).



Passing the theoretical exam is required in all cases to calculate the final mark.

Contents included in eGela.

Basic bibliography

Alexeeva Alexeev, Inna; Aparicio Obregón, Silvia (2021): Investigación de mercados. Fundación Universitaria Iberoamericana

In-depth bibliography

Aerasfor (2021): Diseño de encuestas y cuestionarios de investigación: organización de la investigación de mercados. Aerasfor.
Alexeeva Alexeev, Inna; Aparicio Obregón, Silvia (2021): Investigación de mercados. Fundación Universitaria Iberoamericana.
Antelo, Manel (2022): La génesis de los mercados: Teoría y práctica. Piramide
García del Junco, Julio; Ramírez García, Carolina; García Álvarez de Perea, Juan (2021). Administración y dirección de empresas para el marketing e investigación de mercados. Ediciones Pirámide.
Grupo Era (2022): Tratamiento y análisis de la información de mercados. Grupo era.
Grupo Era (2022): Investigación y recogida de información de mercados. Grupo era.
Grupo Era (2022): Entorno e información de mercados. Grupo era.
Marín Díaz, Gabriel (2022): Investigación analítica de mercados digitales. Universidad Internacional de Valencia.
Villaverde Hernando, Silvia ; Monfort de Bedoya, Abel; Merino Sanz, María Jesús (2020): Investigación de mercados en entornos digitales y convencionales: una visión integradora. ESIC Editorial.

Journals

Insights y Analytics: https://ia-espana.org/revista-semestral-investigacion-y-marketing/
Mercados y negocios. Revista de información y análisis: http://mercadosynegocios.cucea.udg.mx/index.php/MYN