mkt 3220 marketing research winter 2016€¦ · we will have four projects during the semester but...
TRANSCRIPT
MKT3220
MARKETINGRESEARCH
WINTER2016
INSTRUCTOR:SANDEEPARORA
Contactinformation
Office:662DrakeCentre
Officephonenumber:204-474-8878
Email:[email protected]
Officehours:Tuesday(4to5PM)andWednesday(3to4PM)(andbyappointment)
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CourseobjectivesThiscourseisdesignedforbusinessstudentswhowanttopursueacareerinmarketing,butcanalsobetakenbyotherstudentsinterestedinmarketingresearch.
Theaimofthecourseistoteachstudentsthemethods,principles,andtheoriesofmodernmarketingresearchandtoapplythesetopracticalbusinesssettings.Youwilllearntheconceptsandterminologyusedbymarketersandmarketingresearchersandtraininmethodologicaltoolstoobtainacompetitiveadvantageinthebusinessworld.
Thespecificobjectivesofthecourseare:
1. Tounderstandthatmarketingproblemsrequireinformationandhowthisinformationisobtainedanddelivered
2. Tolearnhowtosetuparesearchdesign3. Toknowandunderstandthedifferentmethodsofdatacollection4. Toknowandunderstandthedifferentmethodsofdataanalysis5. Totrainyoutoapplymethodsofdatacollectionandanalysistosolvemarketing
problems6. Totrainyoutoanalyzereallifemarketingproblems7. Toimproveyourbusinesswritingandpresentationskills8. Togainmoreexperienceworkinginteams
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Textbook
MarketingResearch:MethodologicalFoundationsGilbertA.ChurchillJr.andDawnIacobucciISBN:9781439081013Publisher:South-WesternCollegePubEdition:10th(8thor9theditionswillalsobefine)
Youshouldbeabletofindinexpensiveusedcopiesof8thor9theditionsofthistextbookonline.
OR
MarketingResearchDavidA.Aaker,V.Kumar,RobertLeone,andGeorgeS.DayISBN:9781118156636Publisher:WileyEdition:11th
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Format
Wewillhavetwolectureseveryweekduringthesemester.Youwillbenefitfromreadingtheassignedtopicsinthetextbookbeforethelectures.Wewillalsohavesomelabsessionsduringthesemesterwherewewillapplythetheoreticalconceptslearntinthelectures.
BasisforFinalGrade
1.ExamsThepurposeoftheexamsistoencourageyoutostudythematerialincludedinthetextbookanddiscussedinclass.Yourabilitytoapplyconceptsisassessedthroughclassdiscussion,teamprojects,andcase
submissions.Wewillhavetwoexamsthroughoutthesemester-onemidtermandonefinal.
Wewillfollowthestructureofthetextbook.However,someexamquestionsarerelatedtomaterialthatisonlydiscussedinlectures,notinthetextbook.Alwaystakeyourclassnotesasastartingpointwhenstudyingfortheexams.Thetextbookservesasupportingrole.
2.Teamprojects
Youandyourteamwillapplymarketingresearchprinciplesandtechniquestoanumberofpracticalbusinesssituations.Itwillimproveyourabilitytoapplyandtogainabetterunderstandingof
thesetechniquesandprinciples.Itwillalsoimproveyourprofessionalskillsofpresentationandwritingandgiveyouanexperienceofworkinginateam.Pleaseseethepolicyregardingteamprojectsandpresentationtoavoid‘freeriders’inyourgroup.Wewillhavefourprojectsduringthesemesterbuteachteamwillonlysubmitwrittenreportsforthreeprojects.Yourteamwillnotsubmitwrittenreportfortheprojectthatitpresents.
Projectreports:Youandyourteammemberswillwriteashortreportforthreeprojects(2-3pagestextplusamaximumof10pagesforappendices).TheteamprojectdescriptionswillbemadeavailableonD2L.Allprojectswilldealwitharealisticmarketingproblemfacedbyacompany.Additionalinformationisneededtosupportthedecision.Yourteamwillactasateamofconsultantsthatishiredtocollectthatinformation,providearecommendationtotheboardofdirectorsofthatcompany,andansweranyquestionsraisedintheproject.
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Notes:Projectreportsaredueatthestartoftheclassonthedaytheyaredue.Submitahardcopyofyourprojectreportbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourreport.
3.Teampresentation
YourteamwillprepareaPowerPointpresentationforoneteamprojectandpresentinclass(Teams1and2presentteamproject1,Teams3and4presentteamproject2,etc.)Seetheclassschedulefortheexactdates.Asyourpresentationtimeislimited,itisextremelyimportanttocarefullyprepareandcoordinate,focusingonthemostimportantissues.Seethegradingcriteriaforteamprojectsfordetailsonhowyourpresentationwillbegraded.
Note:Yourteamdoesnothavetosubmitwrittenreportfortheprojectthatitpresents.
Eachteamwillalsoserveasaboardofdirectorswhenanotherteampresents.Takethisroleseriouslyandaskrelevantquestions.Yourgradewillalsodependonyourperformancebeingontheboard.
Duration 15minutesAudience Assumeyouraudienceistheboardofdirectorsthathas
hiredyouasaconsultanttosolveoneoftheirmarketingresearchissues.Whenoneteamispresenting,theotherteamwillserveastheboardofdirectors.TheboardofdirectorsandIwillraiseseriousquestionsontheresearchandsuggestedsolutions,towhichthepresentingteamwillhavetorespond.
Presentationmedia 1.E-MailmeyourPowerPointfileatleast1daybeforeclass.(Ifyoucan,bringacopyonaflashdrive)2.Printcopiesofyourslidesasahandoutandpassthemontotheboardandme.
3. Shortbusinesscases(individualsubmissions)
Theshortbusinesscaseswillimproveyourprofessionalskillsofconcisebusinesswritingandpresentation.Yourbriefsaretobeasinglepage,accompaniedbyamaximumofthreerelevantexhibitsthatareattachedinanappendix.Wewillhavetwoshortcasesduringthesemester.Youwill
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workonthesecasesindividually.
Notes:Briefsaredueatthestartoftheclassinwhichthecaseisdiscussed.Submitahardcopyofyourcasebriefbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourcasebrief.
4. Toolkits (Individualexercises)
Thepurposeofthesetoolkitsistogiveyouhands-onexperienceoftoolsthatyouwouldrequireforyourclassprojects.Youwouldworkontwotoolkitsduringthesemester.Theinstructorwillgiveyouahandoutwithadescriptionofthestepsforcompletingatoolkit.Tocompleteatoolkit,youwouldhavetojustfollowtheinstructionsgiveninthehandoutsandsubmittheresultstotheinstructor.
5. Classparticipation
To get the maximum benefit from this class, you should prepare for,attend, and participate in class. For each session you should read theassignedtopicsfromthetextbook,andtheassignedbusinesspressarticle(if any). The topic covered in each session is mentioned in the courseschedule.
Class participation points are given to encourage your active class participation anddiscussion.Yourparticipationpointswilldependonyouractivecontributiontotheclassdiscussion. Please note that the quantity and quality of your participation will affectyourparticipationgrade. Ifyoufind ituncomfortabletospeakup inclass, Iencourageyoutovisitmeduringofficehoursandworkonthisskill.
Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousiton thesameseat ineveryclassandthatyouhaveatablenamecarddisplayedinfrontofyou.
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Gradingcriteria
Yourfinalgradewillbecomputedbasedonthefollowingassignments.
Exams(55%)
(25%midtermexamand30%finalexam)
Theexamswillencourageyoutostudythebasicmaterial(definitionsandapplicationsofmarketingresearchconceptsandtechniques),i.e.,thetextandlectures.The exams may consist of a number of multiple choice and open-ended questions. Some open-ended questions may be more short answer-type questions and others may involve calculations. The distribution of points is indicated on the exam.
Teamprojectreportsandpresentation(20%)
(5%foreachprojectwrittenreportand5%fortheprojectteampresentation)
Theprojectswillhelpyouapplyandfurtherunderstandmarketingresearchprinciplesinrealbusinesssettings.Theywillalsogiveyouexperienceofworkinginateam.Youandyourteamwillcompletethreeprojectwrittenreportsandpresentoneprojectforthisclass.Youwillhandinwrittenreportsforallprojectsexceptfortheprojectthatyoupresent.
Whengradingtheteamprojectreportsandprojectpresentations,thefollowingissueswillbetakenintoaccount(whereapplicable):
Writtenprojectreports
• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(2-3pages+upto10
appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.
• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:o Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing
researchconceptsdiscussedintheclasso Thoroughness-coveralltheimportantaspectsoftheproject
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o Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)
• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgivenintheprojecto Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand
hasrelevanceintherealworld
Presentations
• Clearcommunicationtoaudience-bothvisualandverbal• Creativityinpresentingresults-creativityinwriting,layout,graphs,creative
recommendations(ifapplicable)• Useofmarketingandmarketingresearchconcepts-relatestomarketingand
marketingresearchconceptsdiscussedinclass• Responsetoquestions-directanswers;showyouknowthematerials• Professionalism
Note:Ifastudentisfoundnottobecontributingtotheteamatasufficientlevelasdeemedbyallremainingteammembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromtheirteam.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually.
Shortindividualcases(10%)
(5%percasebrief)
Thecasebriefswillhelpimproveyourprofessionalskillsofconcisebusinesswritingandcommunication.Youwillwritetwoindividualcasebriefs.
Whengradingthecasebriefs,thefollowingissueswillbetakenintoaccount(whereapplicable):
• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(onepage+upto3
appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.
• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:o Thoroughness-coveralltheimportantaspectsofthecase
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o Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing
researchconceptsdiscussedintheclasso Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)
• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgiveninthecaseo Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand
hasrelevanceintherealworld
Toolkits(5%)
(2.5%pertoolkit)
Thesearesimpleexercisesthatwillexposeyoutotoolsthatyouwouldfindusefulintheclassprojects.Tocompletetheseexercises,youjusthavetofollowthestepsgivenintheexercisehandoutandsubmittheresultstotheinstructor.Pleasenotethatyouhavetocompletethetoolkitsindividually.
Classparticipation(10%)
Thesepointsaregiventoencourageyoutoprepare,attend,andparticipateinclass.Toreceive full credit forparticipation,youneedtoactivelyparticipate in thediscussions.Your participation gradewill depend on howmany times you contribute in the class(quantityofparticipation); ifyourcontributiontotheclassdiscussionisproactive;andthe relevance & insightfulness of your contribution (quality of participation). Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousitonthesameseatineveryclassandthatyouhaveatablenamecarddisplayedinfrontofyou.
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FinalgradeCoursegradesareearnedaccordingtothefollowingscale:
A+ 93%andabove
A 85%-92.9%
B+ 80%-84.9%
B 70%-79.9%
C+ 65%-69.9%
C 60%-64.9%
D 50%-59.9%
F 49.9%andbelow
0 = 0
PleasenotethatIwillberoundingoffyourgradetothefirstdecimalplaceforcalculatingthefinalgrade.
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Policies
Tomaintainaconducivelearningenvironmentandasarespectforyourclassmatesandtheinstructor,Irequestyoutoadheretothefollowingpolicies.
Classpolicies
• Pleasearrivetotheclassalittlebeforetime.Youdonotwanttowalkintotheclasslatetherebydisturbingyourclassmates
• Pleaseswitchoffyourphonesorsetthemtosilentmode.Allphones,musicplayers,laptops,tablets,etc.havetobestowedintoyourbag
• Pleaserefrainfromconductingpersonalconversationduringthesessionsasitmaydistractothersaroundyou
• Ifyoumustmissaclass,itisyourresponsibilitytocontactaclassmatetocatch-uponwhathappenedinthatclass.YoucouldalwaysrefertothelecturenotesthatIwouldpostonD2L
Case,toolkit,andprojectpolicies
• Cases/toolkits:Allcasesandtoolkitsareindividualsubmissions.Pleasetheworkonthemindividually.Seekinghelpfromorcollaboratingwithanyoneconstitutesacademicdishonesty
• Teamprojectsandpresentations:Allteammembersareexpectedtocontributeequallytoteamassignments.Ifastudentisfoundnottobecontributingtothegroupatasufficientlevelasdeemedbyallremaininggroupmembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromtheirgroup.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually
• Latesubmissions:Allthecasebriefs,toolkits,andprojectwrite-upssubmissions(hardcopies)aredueatthebeginningoftheclassontheirduedates.Unexcusedsubmissionsturnedinlatewilllose5%perdayorpartthereof.Threedayspasttheduedate,yourassignmentisnotworthanymarks
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Extracreditopportunity
Allstudentsinhavetheopportunitytoparticipateintworesearchstudiesduringthetermforbonuscredit.Theseresearchstudieswillinvolveparticipatinginmarketingexperiments,completingaquestionnaire,and/oracomputersimulationcompletedonline.
Participationineachresearchstudyearnsyoua1%bonusontopofyourcoursegradetoamaximumof2%percourse.Pleasenotethatyouwillnotgetextracreditifyouparticipatemorethanonceinthesamestudy.
Benefitsoftheprogram:
Thisprogramisdesignedtogivestudentsaglimpseintohowmarketingtheoryisdevelopedbyparticipatinginmarketingresearchstudies.ThisprogramwillhelpstudentsunderstandhowsuchresearchisconductedhereattheAsperSchoolofBusiness.
Throughparticipationinacademicresearchstudies,studentsalsoincreasethevalueoftheirdegrees.Reputationsofuniversitiesarebasedtoalargeextentonthequalityoftheresearchconductedbytheirfaculty.Byparticipatinginthesestudies,youarehelpingyourprofessorspublishinscholarlyjournals,consequentlyimprovingthereputationoftheuniversityfromwhichyouearnedyourdegree.
Procedure:
Youwillbenotifiedviaemailpriortoeachstudysothatyoumayparticipateonline.Eachstudywilllastamaximumof20minutes.Attheendofeachstudy,youcandecidetowhichclasstoassignthecreditbytypinginyourname,studentnumberandcourse/instructorthroughare-directlink(inordertomakesureyourresponsestoallquestionswillremaincompletelyconfidential).Pleasealsotakeascreenshotofthepagewhereyouchosewhichclasstoassignthecredittoforyourrecords.AlsowewouldlikeyoutoknowthatallstudiesthatweaskyoutoparticipateinareapprovedbythePsychology/SociologyorJointResearchEthicsBoard,UniversityofManitoba.Ifyouhaveanyquestions,pleasefeelfreetocontactthesubjectpooladministratoratmktg_research@umanitoba.ca
Attheendofeachstudysession,youwillbedebriefed,i.e.,youwillbeinformedastowhatwasbeingstudiedineachstudy.Thisdebriefingwillallowyoutoseehowmarketingtheoryisdevelopedthroughacademicresearch.
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Alternativeassignment:
Inthecaseofastudentnotwishingtoparticipateinaresearchstudy,thefollowingoptionisofferedasanalternativeassignmentforbonuscredit.Thisalternativeassignmentisdesignedtotakeapproximately20-30minutesoftime,thesametimethatwouldbespentifyouwereparticipatingintheresearchprogram.
StudentsaretofindoneresearchreportintheJournalofConsumerPsychologyandwillberequiredtoreadthearticleandsubmitashortonepagesummaryofthemainfindingstomktg_research@umanitoba.cabytheendoftheparticularstudyperiodastudentchoosesnottoparticipatein(i.e.ifthestudyperiodisfromNov1–15,thisistheperiodinwhichthealternativeassignmenthastobedoneandsubmitted).Creditwillbegiventothestudentasiftheyparticipatedintheresearchstudy.
Anyquestionsabouttheassignmentorsuggestionsforarticlesshouldbedirectedtomktg_research@umanitoba.ca.
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TentativeClassSchedule
L.No Date Topic Notes
1 Jan7 Courseintroduction
2 Jan12
Whatcomprisesmarketingresearch
Marketingintelligence
3 Jan14
Marketingintelligence
Marketingresearchprocessandproblemformulation
Lastdaytodroptheclass-Jan19
4 Jan19
Marketingresearchprocessandproblemformulation
Researchdesigns
5 Jan21 Researchdesigns,exploratoryresearch
6 Jan26 Descriptiveresearch
Case1due
Deadlineforteamsignup
7 Jan28 Causaldesigns
8 Feb2 Causaldesigns-experimentation
9 Feb4 Causaldesigns–experimentation Case2due
Feb9 Labsession1–Experimentaldesign Room247Drake
Feb11 Midtermexam
10 Feb23DatacollectionI(Primary/secondarydata;communicationmethods)
11 Feb25DatacollectionII(Communicationmethods;questionnairedesign)
Teamproject1due
Team1&2present
12 Mar1 DatacollectionIII(Questionnairedesign)Toolkit1submissiondue(individual)
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13 Mar3 DatacollectionIV(Questionnairedesign)
14 Mar8 SamplingI
15 Mar10 SamplingII
Teamproject2due
Team3&4present
Mar15 Labsession2-Sampling Room247Drake
16 Mar17 DataanalysisIToolkit2submissiondue(individual)
17 Mar22 DataanalysisII
18 Mar24 DataanalysisIII
Teamproject3due
Team5&6present
19 Mar29 DataanalysisIV
In-classgroupactivity-Regression.BringyourWindowslaptopstoclass
Mar31 Labsession3-Regression Room247Drake
20 Apr5 DataanalysisV
21 Apr7 DataanalysisVIandcoursewrap-up
Teamproject4due
Team7&8present
TBA Finalexam
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Otherpertinentinformation
1. Mid-termandfinalexaminationswillbedeferredincasesofillness,deathinthefamily,andothersuchextenuatingcircumstances.DOCUMENTATIONOFTHECIRCUMSTANCEWILLBENECESSARYBEFORETHEDEFERMENTISGRANTED.Notehoweverthatthedefermentwillbeatthediscretionoftheinstructor.StudentsmustshowtheirUniversityIdentificationandsignaclasslistnexttotheirnamefortheirexams.
2. PleaserefertotheUniversityCalendarforregulationsregardingplagiarismandcheating.
Violationoftheseregulationswillresulteitherinafailinggradeorinexpulsionfromthefaculty.
Important:EffectiveSeptember1,2013,theUofMwillonlyuseyouruniversityemailaccountforofficialcommunications,includingmessagesfromyourinstructors,departmentorfaculty,academicadvisors,andotheradministrativeoffices.Ifyouhavenotalreadybeendoingso,pleasesendallemailsfromyourUofMemailaccount.Remembertoincludeyourfullname,studentnumberandfacultyinallcorrespondence.
Formoreinformationvisit:http://umanitoba.ca/registrar/e-mail_policy
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AcademicintegrityItiscriticaltothereputationoftheI.H.AsperSchoolofBusinessandofourdegreesthateveryoneassociatedwithourfacultybehaveswiththehighestacademicintegrity.Asthefacultythathelpscreatebusinessandgovernmentleaders,wehaveaspecialobligationtoensurethatourethicalstandardsarebeyondreproach.Anydishonestyinouracademictransactionsviolatesthistrust.TheUniversityofManitobaGeneralCalendaraddressestheissueofacademicdishonestyundertheheading"PlagiarismandCheating".Specifically,actsofacademicdishonestyinclude,butarenotlimitedto:
-usingtheexactwordsofapublishedorunpublishedauthorwithoutquotationmarksandwithoutreferencingthesourceofthesewords
-duplicatingatable,graphordiagram,inwholeorinpart,withoutreferencingthesource
-paraphrasingtheconceptualframework,researchdesign,interpretation,oranyotherideasofanotherperson,whetherwrittenorverbal(e.g.,personalcommunications,ideasfromaverbalpresentation)withoutreferencingthesource
-copyingtheanswersofanotherstudentinanytest,examination,ortake-homeassignment
-providinganswerstoanotherstudentinanytest,examination,ortake-homeassignment
-takinganyunauthorizedmaterialsintoanexaminationortermtest(cribnotes)
-impersonatinganotherstudentorallowinganotherpersontoimpersonateoneselfforthepurposeofsubmittingacademicworkorwritinganytestorexamination
-stealingormutilatinglibrarymaterials
-accessingtestspriortothetimeanddateofthesitting
-changingnameoranswer(s)onatestafterthattesthasbeengradedandreturned
-submittingthesamepaperorportionsthereofformorethanoneassignment,withoutdiscussionswiththeinstructorsinvolved.
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Groupprojectsandgroupwork
ManycoursesintheI.H.AsperSchoolofBusinessrequiregroupprojects.Studentsshouldbeawarethatgroupprojectsaresubjecttothesamerulesregardingacademicdishonesty.Becauseoftheuniquenatureofgroupprojects,allgroupmembersshouldexercisespecialcaretoinsurethatthegroupprojectdoesnotviolatethepolicyonAcademicIntegrity.Shouldaviolationoccur,groupmembersarejointlyaccountableunlesstheviolationcanbeattributedtoaspecificindividual(s).
Somecourses,whilenotrequiringgroupprojects,encouragestudentstoworktogetheringroups(oratleastdonotprohibitit)beforesubmittingindividualassignments.Studentsareencouragedtodiscussthisissueasitrelatestoacademicintegritywiththeirinstructortoavoidviolatingthispolicy.
IntheI.H.AsperSchoolofBusinessallsuspectedcasesofacademicdishonestyarepassedtotheDean'sofficeinordertoensureconsistencyoftreatment.
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AACSBassuranceoflearninggoalsandobjectives
TheAsperSchoolofBusinessisproudlyaccreditedbyAACSB.AccreditationrequiresaprocessofcontinuousimprovementoftheSchoolandourstudents.Partof“studentimprovement”isensuringthatstudentsgraduatewiththeknowledgeandskillstheyneedtosucceedintheircareers.Todoso,theAsperSchoolhassetthelearninggoalsandobjectiveslistedbelowfortheUndergraduateProgram.Thecheckedgoal(s)andobjective(s)willbeaddressedinthiscourseanddonesobymeansoftheitemslistednexttothecheckmark.
GoalsandObjectiveintheUndergraduateProgram GoalsandObjectivesaddressedinthisCourse
CourseItem(s)Relevanttothese
GoalsandObjectives
1 QuantitativeReasoning
A. Determinewhichquantitativeanalysistechniqueisappropriateforsolvingaspecificproblem.
ü Entirecourse
B. Usetheappropriatequantitativemethodinatechnicallycorrectwaytosolveabusinessproblem.
ü Entirecourse
C. Analyzequantitativeoutputandarriveataconclusion. ü Cases&projects
2 WrittenCommunication
A. UsecorrectEnglishgrammarandmechanicsintheirwrittenwork.
ü Cases&projects
B. Communicateinacoherentandlogicalmanner ü Cases&projects
C. Presentideasinaclearandorganizedfashion. ü Cases&projects
3 EthicalThinking
A. Identifyethicalissuesinaproblemorcasesituation
B. Identifythestakeholdersinthesituation.
C. Analyzetheconsequencesofalternativesfromanethicalstandpoint.
D. Discusstheethicalimplicationsofthedecision.
4 CoreBusinessKnowledge ü Entirecourse