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BAB ‘19 Seniors Conduct Research Projects on Major Companies

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YEREVAN, Armenia ‒ In the Fall semester of 2018, senior students in the BA in Business (BAB) program of the Manoogian Simone College of Business and Economics (CBE) of the American University of Armenia (AUA) conducted market research for Kilikia, Marriott Hotels, Melante, KFC, Soho, Children of Armenia Fund (COAF), Armenia Tree Project, and two sectoral studies. The projects were completed within the scope of the Market Research course taught by Dr. Theofanis Varvoglis, Professor of Marketing at CBE.

Most companies and organizations worldwide, as well as in Armenia, have and feel the need for information in order to be competitive in their fields, to develop or change their products or services, and to introduce new ideas. Market research is usually the first step in these processes and all subsequent marketing decisions largely rely on data and findings from such analysis. Thus, companies and organizations usually welcome the offer to study the market on their behalf.

“I believe that theory is best understood by students when it is applied in the real world and this is exactly the educational purpose of our research projects. This student exposure to businesses demonstrates to the broader community the serious work that we do at AUA and provides possibilities and opportunities for further cooperation and employment,” remarked Dr. Varvoglis.

The goal of these research projects was twofold. Firstly, AUA students were given the opportunity to apply market research skills acquired during the course in real-life situations. They got in touch with the company or NGO, understood the problem, defined the research questions, and then did the research and presented the findings. So, the students not only applied research methodology, but also got an insight into how those organizations function and make decisions, and learned how to interact with managers and handle organizational issues.

Secondly, these companies and organizations operating in Armenia received the information they needed for achieving their objectives. BAB students contributed to the competitiveness and growth of these organizations and the social impact they make in Armenia.  

“Within the scope of our final project, our group of four students did marketing research for the KFC company. This was the first time that I did a project which was actually beneficial to the company. I gained a lot from this project ‒ I became familiar with the use of SPSS for statistical analysis and acquired knowledge and skills necessary for becoming a marketing specialist or brand management specialist,” said Irina Poghosyan (BAB ‘19).

Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, and affiliated with the University of California. AUA provides a global education in Armenia and the region, offering high-quality graduate and undergraduate studies, encouraging civic engagement, and promoting public service and democratic values.