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| MARK0771-1 | Marketing intelligence seminary
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| Duration : | 30h Th |
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| Credits/ECTS : |
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| Holder(s) : | Jean Tondeur |
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| Language : | Langue française |
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| Course contents : | 1. Definition of the data structure and the content of information to develop the corporate business plan
2. Different ways of collecting and analysing information: market research, competition follow-up, etc..
3. How to organize relevant information according to the various types of users
4. Information update
5. Competition analysis, sector of activity analysis |
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| Course objective : | This seminar aims at providing the students with the concepts and the tools to collect and analyse the relevant information required for external ( market, competition,slept) and internal analysis
It also aims at teaching them how to use quantitative and qualitative data to design and set up competitive and sustainable advantages on the competition-driven markets |
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| Prerequisites : | MKTG 552 Marketing
MKTG 537 Market Research |
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| Organization : | 1. Lectures and briefings (30 %)
2. Team-working supported by the teaching team : use of the tools on the field, analysis of actual situations ( existing companies) (70 %) |
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| Written notes : | KOTLER & DUBOIS, Marketing Management, Pearson Education
HERMEL L., Maîtriser et pratiquer la veille stratégique
BUARNARD Ph.,Stratégie et surveillance des environnements concurrentiels |
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| Assessment : | 1st session assessment : Group assignment : written report and oral presentation
(desk and field marketing research).
2nd session assesment : idem
prolonged 2nd session assesment : idem |
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