Market research for management decisions
No matter how well planned a marketing campaign may be – if it doesn't hit the nerve of its target group, it will go nowhere. That's why the module Market Research is a central component of the Strategic Marketing Management program at the ISM Dortmund, Frankfurt, Hamburg, Munich and Berlin. In practical projects, the students deal with real problems from everyday business. In cooperation with the agency häppy, the course of ISM lecturer Professor Dr. Lars-Gunnar Frahm has conducted a study for a well-known company from the fair trade sector this semester.
The students wanted to know how familiar the brand is to a younger target group, which previous marketing messages reached them and which communication channels are relevant to them. At the end of the project, the groups were able to present their results to the agency and the client. Their findings will soon be used to develop a new market presence for the company. Master's student Catharina Schön has learned a lot during the project: "It was a very good preparation for the Master's thesis, as we did both quantitative and qualitative research."