2023-2024 / MARK0793-1

Marketing Research


30h Th

Nombre de crédits

 Master en sciences de gestion, à finalité5 crédits 
 Cours supplémentaires destinés aux étudiants d'échange - Erasmus5 crédits 


Cécile Delcourt

Langue(s) de l'unité d'enseignement

Langue anglaise

Organisation et évaluation

Enseignement au deuxième quadrimestre


Horaire en ligne

Unités d'enseignement prérequises et corequises

Les unités prérequises ou corequises sont présentées au sein de chaque programme

Contenus de l'unité d'enseignement

(Update: September 2023)

Information is regarded as the essential raw material in today's business. In contexts of uncertainty and constant change, organizations that can collect, organize, analyze and  interpret relevant information/data can develop a competitive advantage. Therefore, making effective use of marketing research 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 advanced course giving an overview of the marketing research process in marketing. 

Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement

After taking this course, you shall be able to:

  • Understand the benefits of an effective marketing research process for 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 secondary marketing data together with the wide panel of techniques to collect primary 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;
  • Be able to interpret, communicate, and impart research results to marketing management;
  • Appreciate the contextual constraints of conducting marketing research in international markets;
  • Recognize ethical issues in marketing research.
This course specifically contributes to the following Intended Learning Outcomes (ILO):
  • ILO-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 through a first University Master Degree.
  • ILO-4: To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem.
  • ILO-5: Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
  • ILO-7: Being capable of professional team work.
  • ILO-9: Developing a critical sense.
  • ILO-10: Developing a transversal, global vision. 
  • ILO-11: Creative conception of solutions.
  • ILO-12: Professional capacity for oral communication.
  • ILO-13: Professional capacity for written communication.  

Savoirs et compétences prérequis

You are responsible for checking whether you meet the following prerequisites. In case you do not meet them, you will not be allowed to take the course.
You should have followed at least one course of "Basics/Principles in Marketing" (course description: https://www.programmes.uliege.be/cocoon/20182019/en/cours/GEST3014-2.html) and of "Statistics" (https://www.programmes.uliege.be/cocoon/20182019/en/cours/MQGE0005-5.html). Accordingly, you should master the concepts covered in these courses prior to taking the present course.
Finally, you are required to participate actively during the sessions. Accordingly, you need a good proficiency level in spoken and written English.

Activités d'apprentissage prévues et méthodes d'enseignement

This demanding course is based on the "flipped classroom" principles so that students  are expected to take a very active role in their learning by reading the assigned text chapters and articles before attending each class meeting.  Students are thus expected to be very active and regular to effectively learn and enjoy the class. Class will consist of a combination of theoretical lectures, case studies, group projects, guest lecture, software demonstration and exercices (JASP, NVivo, Qualtrics), and participative discussions/activities.

Mode d'enseignement (présentiel, à distance, hybride)

Face-to-face sessions.

Lectures recommandées ou obligatoires et notes de cours

Required textbook: Malhotra N., Nunan D., Birks D. (2017), Marketing Research: An Applied Approach, 5th Edition, Pearson Education. This is a COMPULSORY reading. I strongly encourage you to have a PAPER copy of the textbook considering the complexity of the concepts that will be covered.
The required textbook will provide the general framework for material to be covered in class. However, additional material will be presented in class that the student will be required to master as well. This additional material[1] includes and is not limited to:

  • Brüggen, E. C., Foubert, B., & Gremler, D. D. (2011). Extreme makeover: Short-and long-term effects of a remodeled servicescape. Journal of Marketing75(5), 71-87.
  • Delcourt, C., Gremler, D. D., De Zanet, F., and van Riel A.C. (2017). An analysis of the interaction effect between employee technical and emotional competencies in emotionally charged service encounters. Journal of Service Management28(1), 85-106.
  • Delcourt, C., Gremler, D. D., van Riel, A. C., & van Birgelen, M. J. (2016). Employee emotional competence: construct conceptualization and validation of a customer-based measure. Journal of Service Research19(1), 72-87.
  • Delcourt, C., Gremler, D. D., Van Riel, A. C., & van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management24(1), 5-24.
  • Hazée, S., Delcourt, C., & Van Vaerenbergh, Y. (2017). Burdens of Access: Understanding Customer Barriers and Barrier-Attenuating Practices in Access-Based Services. Journal of Service Research20(4), 441-456.
  • Hazée, S., Delcourt, C., & Van Vaerenbergh, Y., Warlop, L. (under review) Consumer contamination concerns in access-based services.
  • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is 'neuromarketing'? A discussion and agenda for future research. International journal of psychophysiology63(2), 199-204.
  • Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society48(2), 131-135.
[1] All scientific articles are available through the University Online Library (https://lib.uliege.be/fr/libraries/graulich), as long as you are connected to the local University network.

Modalités d'évaluation et critères

Examen(s) en session

Toutes sessions confondues

- En présentiel

évaluation écrite ( QCM, questions ouvertes )

Travail à rendre - rapport

Evaluation continue

Explications complémentaires:

Grades in this course will be based on the following components:

  • Final written examination: 60%
  • Group project ("Konsumer Intelligence Challenge"-KIC): 40%
  • Bonus for (constructive) class participation (malus can be applied too in case of, for example, absence to compulsory sessions such as when feedback is given on the group work). Please note that simply attending the class is not enough to receive a bonus. Instead, I expect you to add to the class environment by sharing your experiences and thoughts so that everyone benefits from your participation.
Important notes:

  • In order to pass the course, you MUST at least have 10/20 in each activity (>= 10/20 for the final exam AND >= 10/20 in the group project). In case you fail one of those two activities, the failed activity accounts for 100% of the final grade.
  • Any fraud or plagiarism leads to a final grade of 0/20. For further information about what plagiarism is, and how to avoid it, see the "Short Guide for ULiège Students" available here: https://www.enseignement.uliege.be/upload/docs/application/pdf/2017-07/plagiarism_-_not_for_me.pdf


Remarques organisationnelles et modifications principales apportées au cours

Course registration deadline: Mid-February, 2024. Registration after the deadline is not allowed. Students who do not attend any of the first two sessions will not be assigned to any group for the "Konsumer Intelligence Challenge". 

Participation in learning activities: Given the importance of taking part in the activities, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege is applicable. According to this article, I may declare students inadmissible for exams if they did not (a) submit their work in due time, or (b) take part in the core learning activities. In particular: Students who did not actively participate in and present the "KIC" (group project) are not allowed to take the final examination (1st session).

Class attendance: Because class participation is key to foster the learning process, attendance is crucial. 



Prof. Dr. Cécile DELCOURT
Department of Marketing
Office: Rue Louvrex 14 (Building N1d-4th floor)
Email: Cecile.Delcourt@uliege.be
Contact hours: By appointment only.

Teaching Assistant

Office: Rue Louvrex 14 (Building N1d-4th floor)
Email: lisa.baiwir@uliege.be
Contact hours: By appointment only.

Association d'un ou plusieurs MOOCs