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| MARK0003-1 | Marketing intelligence system
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| Duration : | 20h Th |
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| Credits/ECTS : |
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| Holder(s) : | Claire Gruslin |
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| Language : | Langue française |
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| 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 |
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| 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).
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| Prerequisites : | MKTG 552 Marketing |
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| 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. |
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| Organization : | The course includes sessions dedicated to concepts as well as sessions of group discussion. Some guest speakers are also invited in special sessions. |
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| Written notes : | The course is available on the following plateform http://www.hec.ulg.ac.be/ |
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| Assessment : | Assessment 1st session ::
· based on the team research.
Assessment 2nd session ::
Individual research on a specific topic |
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| 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 |
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