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| MARK0783-1 | Consumer Intelligence
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| Duration : | 30h Th |
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| Number of credits : |
| Master in Management Sciences, in-depth approach, 1st year | | 5 |
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| Master degree in Management, didactic approach, 1st year | | 5 |
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| Master degree in Management, professional focus in Banking and Asset Management, 1st year | | 5 |
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| Master degree in Management, professional focus in Entrepreneurship, 1st year | | 5 |
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| Master degree in Management, professional focus in Financial Analysis and Audit, 1st year | | 5 |
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| Master in Management Sciences, professional Focus, 1st year | | 5 |
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| Master degree in Management, professional focus in Human Management and Organization, 1st year | | 5 |
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| Master degree in Management, professional focus in Management, 1st year | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en marketing and strategic intelligence, 1st year | | 5 |
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| Master degree in Management, professional focus in Social Entreprise Management, 1st year | | 5 |
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| Master degree in Management, professional focus in Strategic Intelligence and Marketing, 1st year | | 5 |
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| Lecturer : | Céline Brandt |
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Language(s) of instruction :
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| English language |
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Organisation and examination :
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| Teaching in the second semester |
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Course contents :
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| 1) Understanding the principles of consumer behavior is one of the key needs of marketing and innovation managers. The importance of developing a good understanding of consumer behavior can hardly be underestimated in the modern, market-oriented firm. Decision-making in key areas, such as innovation strategy, marketing planning and marketing strategy must be based on this understanding.
2) The importance of marketing research as a management tool for business decision-making continuous to increase. This is not only due to the fact that marketing as a business function has gained importance, but also due to recent changes in market characteristics that have led to a growing importance of marketing research. Companies are facing growing competition, rapid technological developments, and dynamic and fragmented markets. This results in more complex and dynamic decision-making. Hence, providing information is necessary to support planning, implementation and evaluation of all business activities.
Structure
1) Part 1: Consumer behavior
- Perception
- Learning and memory
- Motivations and values
- Attitudes and changes in attitudes
- Individual decision making
- The influence of the environment, culture and subculture
2) Part 2: Marketing research
- Introduction to marketing research
- Essentials of marketing research problem definition
- Qualitative research techniques
- Measurement theory
- Surveys, experiments, and questionnaire design
- Sampling design
- Univariate data analysis techniques
- Multivariate data analysis techniques
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Learning outcomes of the course :
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| After taking this course the students will have a full understanding of the role of classic and current consumer behavior theories, models and techniques in managerial decision-making. Afterward, they will learn how to collect and analyze these behavioral data.
After completing this course, students should be able to:
- Define the research problems and the research questions
- Construct hypotheses, a model, and define the independent and dependent variables based on the literature on consumer behavior
- Choose a research design
- Choose the right statistical techniques to analyse data
- Use a statistical software
- Draw conclusions from your research and identify the managerial implications of the observed behaviors
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Prerequisites and co-requisites/ Recommended optional programme components :
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| · Basic course in Marketing
· Basic course in Statistics and Econometry
· Sufficient knowledge of the English language in word and writing. |
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Planned learning activities and teaching methods :
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Mode of delivery (face-to-face ; distance-learning) :
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| Organization :
- 7 lectures of 3 hours (Theory on the abovementioned topics)
- 2 meetings of 3 hours: scientific papers presentations in group
- 2 meetings of 3 hours: discussion of assignments and research projects
- 2 computer lab sessions of 3 hours: data analysis skills
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Recommended or required readings :
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| 1) Michael Solomon (2011), Consumer Behaviour (9th edition), ISBN-10: 0136110924/ ISBN-13: 9780136110927
There is also a French version of the book available:
Michael Solomon, Elisabeth Tissier Desbordes, Benoît Heilbrunn (2010). Comportement du consommateur (6e édition). ISBN-10: 2744074462 /ISBN-13: 978-2744074462
2)Malhotra, N.K. & Birks, D.F (2007). Marketing Research: An Applied Approach (3rd European edition). ISBN-10: 0273706896 /ISBN-13: 9780273706892
There is also a French version of the book available:
Malhotra, N.K., Décaudin, J-M., & Bouguerra, A. (2007). Etudes Marketing avec SPSS (5e édition). ISBN-10 : 2744072303 ISBN-13 : 9782744072307 |
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Assessment methods and criteria :
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| Presentation of the scientific paper (group) 10%
Exercises on Statistica 20%
Marketing research 30%
Final exam 40% |
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Work placement(s) :
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Organizational remarks :
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| This course is offered in English. Please note that the exam and assignments (including research report and presentation) need to in English as well. |
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Contacts :
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| Dr. Brandt Céline : celine.brandt@ulg.ac.be
Assistant: Simon Hazée |
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