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| ECON2252-1 | Marketing and consumer market research
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| Duration : | 36h Th |
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| Number of credits : |
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| Lecturer : | Jean‑Pascal Robiéfroid |
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Language(s) of instruction :
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| French language |
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Course contents :
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| Part 1 : Marketing :
1. Introduction.
2. Marketing, economy and sociology.
3. The main marketing sources (importance of sociological changes, communication, consumerism, evolution of consuption and market size, process of development and entreprises, consuptions segmentation and local market fragmentation, targeting changes.)
4. Definitions of marketing.
5. Marketing field : types of marketing, role of marketing in the everyday life of entreprises, marketing departement and entreprise, strategic marketing plansboard.
Part 2 : Market research
1. Introduction to market research. Market research and economy. How to take a decision. Problems and answers.
2. Market research deals : importance of budget size, time and available sources.
Description of what is important in designing, applying and carrying markat research to the kinds of problems regularly encountered in commerce, trade and bussiness.
3. Desk Research : introduction, types of desk research, information sources, how and where to find available sources, conceiving process for desk research program.
Examples.
4. Qualitative research and motivation research : attitudes and motivations, individual interviews (example), trade research (examples), group discussions (examples), how to conceive qualitative research (examples). Semi structured interviews (examples).
5. Quantitative surveys : ad hoc surveys (examples), omnibus surveys (example), sampling (example),questionnaire design (example), interviewing, field control, mail surveys (examples), panel research (examples), editing (examples, market research datas (examples). |
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Learning outcomes of the course :
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| Initiale students to the marketing objectives and goals of entreprises.
To familiarise them with vocabulary
After completing the course the student is expected to
understand the way enterprises uses market research for their own purpose. Confronted to a market research, he must show he is able to give a pertinent advice concerning its conception. Il must be able to analyze the results of a market research. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| Aucun |
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Mode of delivery (face-to-face ; distance-learning) :
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| Lectures : 36h |
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Recommended or required readings :
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| 660 references |
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Assessment methods and criteria :
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| Personal report (100%) |
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