European Master and Certification Program
in Risk Engineering and Management

Market Research

Course code: 128021
Language of instruction: English
Lecturers: Miodrag Ljubicic, Frank H. Witt (Polytechnic of Namibia)
Assessment: Defined in the module

Short description

The course will introduce techniques and methodology for acquiring information about market for developed production. In order to make adequate business decision, entrepreneur needs information related to market structure, competition, level of technology, number of customers, post-sale procedures, etc.


The participants will:

- get an overview of all the classic activities of market research,

- acquire skills for dealing with colleagues from market analysis and research,

- develop the ability to integrate practical tools for the primary and secondary market research in the management process,

develop a sound overview of customer analysis, conducting studies and identification of sources of market data and

- deepen the discussed data collection and analysis methods in practical exercises.

Target Attendees / Participants

Students of Steinbeis Master of Business Administration

Course Content by Units

Overview and Definitions

Search planning

Traditional market research:

-Market research as a research process

-Secondary sources and desk research

-Primary sources and field research

Market research vs. marketing research

Market research techniques:

-Selection of samples

-Survey methods

-Development of questionnaires

-B2B-covered letters

-Demand-estimation and forecast

Research-based marketing trends:


-One-to-One Marketing

-Local Marketing

-Event Marketing

-CR Marketing

-Other trends

Teaching Methods

Classic lecturing

Free, interactive class discussion

Small group work


Berekoven, L. / Eckert, W. / Ellenrieder, P. (2006): Marktforschung: Grundiagen und praktische Anwendung, 11. überarbeitete Auflage, Gabler.

Harding, G. / Walton, P (2000): Bluff your way in marketing (Bluffer's Guides), 1. Auflage, Oval Books.

Huttner, M. / Schwarting, U. (2002): Grundzuge der Marktforschung, 7. uberarbeitete Auflage, Oldenbourg.

Kotabe, M. / Helsen, K. (1998): Global Marketing Management, 1. Auflage, Wiley.

Kotler, P. / Keller, K. L. / Bliemel, F. (2007): Marketing-Management: Strategien fur wertschaffendes Handeln, 12. aktualisierte Auflage, Pearson Studium.

Kotler, P. / Bliemel, F. (2006 - Nachdr.): Marketing-Management: Analyse, Planung und Verwirklichung, 10. uberarbeitete und aktualisierte Auflage, Pearson Studium.

Kotler, P. / Armstrong, G. / Saunders, J. (2006): Grundlagen des Marketing: Studium Economic BWL, 4. aktualisierte Auflage, Pearson Studium.

Lippmann, H. (2005): Markchancen nutzen mit Produktmanagement, 8. aktualisierte und uberarbeitete Auflage, RKW.

Meffert, H. (2000): Marketing: Grundiagen marktorientierter Unternehmensfuhrung; Konzepte, Instrumente, Praxisbeispiele; mit neuer Failstudie VW Golf, 9. überarbeitete und erweiterte Auflage. Gabler.

Schwerdt, A. J. (2007): Strategisches Marketing, 1. Auflage, Steinbeis Edition.

For more information about the European Master and Certification Program in Risk Engineering and Management in general, go the Homepage.
For more information about the European Master Program in Risk Engineering and Management in general, go the Master Study page.
To see more courses in the curriculum, go to The curriculum page, or by date and topic go to the Calendar of Courses page.
Contact: via email or phone +49 711 1839 781 or +49 711 1839 647
(Course profile ID: F5-2:, generated on September 25, 2021)