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MARK0003-1

Marketing intelligence system

[ version française ]

Duration :20h Th
Credits/ECTS :
Master en sciences de gestion (horaire décalé)2
1e année du grade de master en sciences de gestion à finalité spécialisée2
Master en sciences de gestion2
Holder(s) :Claire Gruslin
Course contents : MODULE 1 - Introduction to the information marketing systems and its role in the decision making process

MODULE 2 - Information marketing systems and CRM

MODULE 3 - Research methodologies-desk

MODULE 4 - Research methodologies-qualitative

MODULE 5 - Research methodologies-quantitative

MODULE 6 - Internet market research and international research
Course objective : The goal of this seminar is threefold:

  • to understand the role of information and the importance of choosing the most adequate methodological options to solve the management problems;
  • to describe the processes and techniques necessary to implement an intelligence marketing system;
  • finally, to carry out a group research (company situation).
Prerequisites : MKTG 552 Marketing
Workshops : This course encompasses a team assignment whose objectives are:

  • explorer un domaine spécifique lié à l'intelligence marketing
  • travailler harmonieusement en groupe
  • développer la créativité et l'utilisation des nouvelles technologies
The choosen topic are related to the individual company environment of the participants.
Organization : The course includes sessions dedicated to concepts as well as sessions of group discussion. Some guest speakers are also invited in special sessions.
Written notes : The course is available on the following plateform http://www.hec.ulg.ac.be/
Assessment : Assessment 1st session ::
· based on the team research.

Assessment 2nd session ::
Individual research on a specific topic
Contacts : GRUSLIN Claire
HEC-Ecole de gestion de l'Université de Liège
Rue Louvrex, 14
4000 Liège
Bâtiment N1
Tél: +32 4 2327290
Fax: +32 4 2327240
Email: Claire.Gruslin@ulg.ac.be




ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 18/05/2007
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