Themen der Lehrveranstaltung
This course will introduce students to the activities, methodologies, and decisions used by marketers in data gathering, analysis, and interpretation. Topics will include: 1. Preparation-Introduction to marketing research and insight in tourism, leisure, sports, and event management 2. Approaches to leisure and tourism research, including ontology, epistemology, methodology, as well as research paradigms (i.e., positivism, interpretivism, pragmatism) 3. Starting out – research plans and proposals in tourism and sports management. 4. Research Ethics in tourism and sports management, ethical issues in marketing research. 5. The range of research methods in tourism, leisure, sports, and event management 6. Reviewing the literature, including systematic literature review, secondary data analysis, and qualitative and quantitative meta-analyses 7. Data collection Methods, including qualitative and quantitative research in tourism, sport, and event marketing (different methods), designing a basic survey research project, 8. Data Analysis Methods, comprising data analysis and reporting results, 9. Communicating Results via report writing, manuscript, and thesis development 10. Introduction to social media and big data analytics for tourism, sports, and events

Unterrichtsform
This course will be taught through lectures, group activities, and class discussions: - The theoretical background of marketing research will be presented in lectures. - The practical application of this theoretical background will then be explored through class discussions, which will be conducted within the framework of exercises, short case studies, and additional, related reading assignments. Professional behaviour is expected during class time. Proper ethical conduct and academic honesty are expected at all times.

Bildungsziele
Autonomy of judgement identify the most relevant variables to be used in making decisions in complex situations; report analytically and critically on information, empirical evidence and data to make appropriate economic-managerial decisions; evaluate the most suitable analysis tools, both quantitative and qualitative to assist decision-making; find the necessary additional information in databases, regulatory sources and scientific bibliography; adopt logical arguments and relate information and analytical tools to find solutions. Communication skills The achievement of this objective will be assessed by means of written examinations, individual and group assignments as well as the final dissertation. Learning skills ability to find and make use of information from databases, research studies, laws, regulations and standards that are applied in professional life ability to analyse, critically evaluate and integrate data, information and experience; ability to develop possible solutions for economic and management problems in operational contexts of reference to the graduates' occupational outlets.

Bildungsziele und erwartete Lernergebnisse (zus. Informationen)
ILO (Intended Learning Outcomes) ILO 1 - Knowledge and understanding ILO 1.1 of marketing information flow management and its functions in the consumer market (including behavioural sciences, market research, destination marketing) ILO 1.2 of variable relationships and basic concepts in hypothesis testing. ILO 1.3 of the software available for data analysis in the social sciences. ILO 1.4 of the basics of the concepts of uncertainty, ambiguity and robustness in the context of data analysis. ILO 1.5 of the mechanisms for creating and using big data, and the implications for business. ILO 2 - Ability to apply knowledge and understanding ILO 2.1 Use and consolidation of available information and resources to determine differences in various tourism and sports management systems ILO 2.2 Evaluation of different digital marketing approaches ILO 2.3 Support for strategic and operational decision-making using basic planning tools and scenarios. ILO 2.4 Basic concepts useful for taking courses in economics, business and administration. ILO 2.5 Solving linear programmes for business management problems: optimisation of costs and revenues, logistics design and optimisation, inventory flow planning, and so on. ILO 3 - Independent judgement ILO 3.1 Identify the most relevant variables to use when making decisions in complex situations. ILO 3.2 Report analytically and critically on information, empirical evidence and data in order to make appropriate economic and managerial decisions. ILO 3.3 evaluate the most appropriate quantitative and qualitative analysis tools to assist the decision-making process; ILO 3.4 find the necessary additional information in databases, regulatory sources and scientific literature; ILO 3.5 adopt logical arguments and relate information and analytical tools to find solutions. ILO 4 - Independent judgement (Communication skills) ILO 4.1 The achievement of this objective will be assessed through written exams, individual and group assignments, and the final degree thesis. ILO 5 - Learning skills ILO 5.1 ability to find and make use of information from databases, research studies, laws, regulations, and standards that are applied in professional life; ILO 5.2 Ability to analyse, critically evaluate and integrate data, information and experiences; ILO 5.3 Ability to develop possible solutions to economic and management problems in the operational contexts relevant to the employment opportunities of graduates.