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| GBLX0056-1 | Complement of marketing and consumer market research
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| Duration : | 24h 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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Organisation and examination :
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| Teaching in the first semester, review in January |
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Course contents :
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| The purpose of this course is to provide the student with the required tools to carry out an entire market research that he will actually have to perform in the framework of the course |
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Learning outcomes of the course :
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| The program concerns the entire research process, starting with the formulation of the management problems and their translation into research questions and hypotheses to confirm or not, up to the final written report and the verbal presentation of the research conclusions. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| The course "Marketing et étude de marché" (part I).
Basic statistics concepts |
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Planned learning activities and teaching methods :
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| The implementation of the teached concepts into a real full market reearch. |
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Mode of delivery (face-to-face ; distance-learning) :
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| Lectures : 18h
The setting up of the actual market reseach considerd as the examination.
To be carried out by a students binome |
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Recommended or required readings :
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| Main references
* Course slides
* Giannelloni J.L. et Vernette E. (2001), Etudes de marché,
2e édition, Vuibert, Paris.
Othe relevant references:
* The ESOMAR Handbook of Market and Opinion Research, 4th edition, Collectif d'auteurs, Mc Donald & Vangelder edition
* Malhotra N. K. (2004), Marketing Research: An Applied Orientation, 4ème édition, Pearson Prentice Hall.
* Pellemans P. (1999), Recherche Qualitative en Marketing, De Boeck Université, Bruxelles. |
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Assessment methods and criteria :
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| Group report (100%) |
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Work placement(s) :
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Organizational remarks :
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Contacts :
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| By email with the lecturer |
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