The course aims to develop a better understanding and awareness of how marketing research and supply chain management are inherently linked. Fulfilling customer needs and achieving customer satisfaction requires customer research to inform customer-centric supply chain orientations.

In today's internationally-oriented business environment it is crucial for prospective managers to familiarize themselves with concepts and issues related to marketing and supply chain management. Faced with fierce competition, environmental and societal concerns, and increasing consumer demands, it is crucial that companies are able to build customer-centric supply chains. That is, supply chains that are designed and managed to fulfil customer needs and achieve customer satisfaction ethically and sustainably. Developing a thorough understanding of basic concepts such as marketing research, marketing strategy, value propositions as well as knowing how to make use of the supply chain concepts in international competitive markets to serve and satisfy customers are thus the topics that will be covered in this course. Marketing Research & Supply Chain Management can be considered as an intermediate course for marketing and as an introduction course for Supply Chain Management. It builds upon the first year course 'Management of Organizations and Marketing' and introduces the basics of research methods and statistical analysis. Through a marketing research project, students are challenged to delve into a real managerial issue and utilize skills that are developed within the course. To understand how to address this problem, students are tasked to design and implement a full-scale marketing research and provide a report with proposed solutions back to the company. The sessions build upon PBL-guided case study sessions, while in-class exercises and assignments help build students' marketing research skills. Lectures support the elaboration of the research project.

Articles, websites, simulations, and selected chapters from state-of-the-art textbooks about marketing, marketing research and supply chain management. As the literature is frequently updated, the course coordinator will announce the reading list before the start of the course.

* Course 1.1: Management of Organisations and Marketing
* Knowledge of marketing and statistics at a basic level
* An advanced level of English
* Exchange students need to have taken at least one marketing and one statistical course at introductory level