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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 en sciences de gestion à finalité spécialisée en digital marketing and sales 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 : | Zelal Ates |
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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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| 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. In line with the IKLO of the Master's program, 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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Learning outcomes of the course :
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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.
This course contributes to the following Intended Key Learning Outcomes (IKLO):
- IKLO-2 : Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized thru a first University Master Degree .
- IKLO-3 : To understand, in management situations, the transversal tools of quantitative reasoning, information systems and project management
- IKLO-4 : To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem,
- IKLO-6 : Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
- IKLO-7 : Being capable of professional team work
- IKLO-9 : Developing a critical sense (arguing)
- IKLO-12 : Professional capacity for oral communication
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Prerequisites and co-requisites/ Recommended optional programme components :
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- Basic Marketing course
- Sufficient knowledge of English
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Planned learning activities and teaching methods :
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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, collaborative learning in groups, and outside speakers. Participants are strongly invited to present their own examples or experiences to enrich discussion. |
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Mode of delivery (face-to-face ; distance-learning) :
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- face-to-face
- teaching language: English
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Recommended or required readings :
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| Required readings:
Malhotra, Naresh K., Birks, David F. and Wills, Peter (2012), Marketing Research: An Applied Approach, 4th Edition, Harlow.
Optional readings:
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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Assessment methods and criteria :
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| Assessment activities:
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Consumer Research Project (group): 30% 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.
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Final Exam (individual): 70% The final exam will consist of multiple choice and/or short essay questions.
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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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Work placement(s) :
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Organizational remarks :
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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.
Final note: This program 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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