Advanced MKPR (Marketing Communications and Public Relations) Research

Napredne raziskave v TKOJ

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 30 hours of seminars, 0 hours other forms of work)

Course holder:

izr. prof. dr. Samo Kropivnik






Second semester

Study degree

1. level

    Course execution:

  • Undergraduate Programme of Communication studies - Marketing Communication and Public Relations

Short content

The main topics of the course: 1) Preliminary analysis and data transformations.? 2) Explaining and forecasting. Multiple linear analysis.? 3) Typologies. Clustering Methods. Segmentation.? 4) Principal components. Factor analysis. Perceptual maps. Positioning.? 5) A comprehensive and effective presentation of complex research results. Results-based decision making in MRPR.? 6) Selected topics (one per year): e.g. media planning, modelling decisions, conjoint analysis, data mining, mixed methods.

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