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| Version 2012-2013 |
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| MARK0783-1 | Consumer Intelligence
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| Durée : | 30h Th |
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| Nombre de crédits : |
| Master en sciences de gestion, à finalité approfondie, 1re année | | 5 |
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| Master en sciences de gestion, à finalité didactique, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en Banking and Asset Management, 1re année | | 5 |
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| Master en sciences de gestion à finalité spécialisée en entrepreneuriat, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en Financial Analysis and Audit, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management humain et organisation, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en marketing and strategic intelligence, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en management des entreprises sociales, 1re année | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en intelligence stratégique et marketing, 1re année | | 5 |
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| Nom du professeur : | Zelal Ates |
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Langue(s) du cours :
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| Langue anglaise |
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Organisation et évaluation :
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| Enseignement au deuxième quadrimestre |
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Contenus du cours :
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| Information is regarded as the essential raw material in today's business. In contexts of uncertainty and constant change, companies which know how to collect, to organize and to interpret relevant information effectively are said to have a competitive advantage in the market. Therefore, making effective use of consumer intelligence is one of the most important challenges facing professionals today. Managers all over the world have to decide every day how to collect and process information about market developments, how to transform this information into insight, and how to incorporate the insight into their strategic marketing decisions. This is an introductory course giving an overview of consumer intelligence in marketing. Consumer Intelligence follows a three-pronged approach combining: (1) a comprehensive and multi-disciplinary orientation; (2) an international scope; and (3) a practical perspective. |
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Acquis d'apprentissage (objectifs d'apprentissage) du cours :
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| Having successfully completed this course, students should be able to
- Understand the benefits of an effective consumer intelligence, i.e. early warning system, analysis support, forecasting, generation of alternatives, well-founded decision making;
- Use and critically evaluate the toolset for strategic watch and data collection:
- Diagnose gaps in marketing decision-makers' knowledge;
- Be aware of the many sources of primary and secondary marketing data;
- Utilize various procedures for the acquisition of information linking qualitative and quantitative research designs;
- Know how technology and software can enhance the efficiency and quality of the data collection process;
- Assess the biases and limitations of alternative means for gathering and analyzing such information;
- Appreciate the contextual constraints of conducting marketing research in international markets
- Recognize ethical issues in consumer intelligence.
Ce cours contribue aux attendus d'apprentissage suivants :
ILO-2 : Acquérir les connaissances et la compréhension de l'une des disciplines de spécialisation Ou approfondir sa connaissance du domaine de spécialisation par l'effectuation d'un premier Master de niveau universitaire.
ILO-3 : Comprendre, en situations de gestion, les outils transversaux d'analyse quantitative, de systèmes informatiques et de la gestion de projets.
ILO-4 : Rechercher de manière autonome et méthodique l'information nécessaire à la résolution d'un problème de gestion transversal et complexe.
ILO-6 : S'exprimer dans deux langues étrangères dont l'anglais: C1 en anglais et B2 dans l'autre langue.
ILO-7 : travailler en équipe de manière professionnelle.
ILO-9 : développer son sens critique (argumentation).
ILO-12 : communiquer oralement d'une manière professionnelle. |
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Prérequis et corequis / Modules de cours optionnels recommandés :
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| · Basic course in Marketing
· Basic course in Statistics and Econometry
· Sufficient knowledge of English |
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Activités d'apprentissage prévues et méthodes d'enseignement :
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| This course will employ a seminar format with students expected to take a very active role in their learning: Consumer Intelligence relies on interactive lessons, aiming both on the development of intellectual understanding and on the development of communication skills. The course includes transmitting problem-centered information, especially the clarification of alternative concepts and theories, collaborative learning in groups, case studies and outside speakers. Participants are strongly invited to present their own examples or experiences to enrich discussion. |
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Mode d'enseignement (présentiel ; enseignement à distance) :
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| face-to-face |
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Lectures recommandées ou obligatoires et notes de cours :
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| Required
Malhotra, Naresh K., Birks, David F. and Wills, Peter (2012), Marketing Research: An Applied Approach, 4th Edition, Harlow.
Optional
Aaker, David A., V. Kumar, and George S. Day (2007): Marketing Research, 9th ed., John Wiley & Sons.
Belk, Russell, Fischer, Eileen and Kozinets, Robert V. (2013), Qualitative Consumer & Marketing Research, London.
Cooper, Donald R., and Schindler, Pamela S. (2003) Business Research Methods, 8th ed., McGraw-Hill/Irwin.
Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham, and William C. Black (1998), Multivariate Data Analysis, 5th ed., MacMillan Publishing Co.
Hauschild, Susanne, Licht, Thomas and Stein, Wolfram (2001), Creating a knowledge culture, The McKinsey Quarterly, No.1, p. 74-81.
Huff, Darrell (1993): How to lie with Statistics, W.W. Norton & Comp, London.
ICC/ESOMAR International Code on Market and Social Research: http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_ICC-ESOMAR_Code_English.pdf.
Jacobson, Al and Prusak, Laurence (2006), The cost of knowledge, in: Harvard Business Review, November 2006, Vol. 84, Issue 11, p. 34.
Liebowitz, Jay (2006), Strategic Intelligence: Business Intelligence, Competitive Intelligence, and Knowledge Management, Boca Raton.
Lilien, Gary L., and Arvind Rangaswamy (2004), Marketing Engineering: Computer Assisted Marketing Analysis and Planning, Trafford Publishing.
Nakata, Cheryl and Zhu, Zhen (2006): Information Technology and Customer Orientation: A Study of Direct, Mediated, and Interactive Linkages, in: Journal of Marketing Management, April 2006, Vol. 22, Issue 3/4, p. 319-354.
Sarstedt, Marko, Fabian Festge, and Manfred Schwaiger (2006). ,,Packing the Black Gold: Haver & Boecker and the Chinese Bitumen Market," Management Case Study Journal, Vol. 6, No. 2, 34-45.
Schwaiger, Manfred and Matthias Meyer (2002). "The Estimation of Market Volumes," in: Chamoni, P.; Leisten, R.; Martin, A.; Minnemann, J.; Stadtler, H. [Eds.]: Operations Research Proceedings 2001, Selected Papers of the International Conference on Operations Research (OR 2001), Berlin et. al, 109-116.
Solomon, Michael R., Greg W. Marshall, and Elnora W. Stuart (2008), Marketing. Real People, Real Choices, 5th ed., Upper Saddle River: Pearson/Prentice Hall.
Trim, Peter R. J. and Lee, Yang-Im (2008), A strategic marketing intelligence and multi-organizational resilience framework, in: European Journal of Marketing, 2008, Vol. 42, Issue 7/8, p. 731-745. |
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Modalités d'évaluation et critères :
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| Consumer Research Project (group): 40% The goal of this assignment is to provide you with an opportunity to demonstrate your understanding of key terms and concepts from the Consumer Intelligence course. Part of the assignment will be to collect and analyze data. The consumer research project, which involves a series of steps of work, runs throughout the whole semester. The presentations of the consumer research project will be scheduled on the last session(s). Additional details will be provided in the first session.
Case Study Presentation and Discussion (group): 20% You will be evaluated for your participation in each case session. Each student will be assigned to a team, and each team of students will be expected to lead the discussion for one case and be prepared to discuss the remaining cases.
Final Exam (individual): 40% The final exam will consist of multiple choice and/or short essay questions.
Class Participation (individual): +/- 2 Points (Bonus/Malus) Class participation is evaluated not only on the basis of volume or extent of participation, but also on the basis of quality. To participate effectively it is essential to read the assigned materials prior to class. |
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Stage(s) :
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Remarques organisationnelles :
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| Students are expected to attend class, have read the assignment for the session and participate in the discussions, especially case study discussion.
Missed deadlines may not be made up except for verified illness or family emergency.
Important: No make-up exams will be allowed. Please plan your schedule accordingly.
Final note: This schedule is designed to be a guide to the class and may change during the semester. |
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Contacts :
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| For lecture content, please contact Dr Zelal Ates (Zelal.Ates@ulg.ac.be; 04 366 46 95); for administrative questions (deadlines, sick leave, submission of assignments etc.), please contact Simon Hazée (Simon.Hazee@ulg.ac.be; 04 232 72 25). |
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