2023-2024 / ECON2252-2

Marketing and consumer market research


36h Th

Number of credits

 Master in agricultural bioengineering (120 ECTS)4 crédits 
 Master in innovation management and the food design (120 ECTS)4 crédits 
 Advanced Master in Management of Food Chain Safety4 crédits 


Alain Decrop


Alain Decrop

Language(s) of instruction

French language

Organisation and examination

Teaching in the first semester, review in January


Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

The purpose of the "Marketing and Market Research" course is the understandig by the students of notions as markets and markets needs. The emphansis will therefore be on the Marketing as ans answer of the consumers wishes and needs, both B 2C and B2B. This is theMarketins strategic dimension.

Learning outcomes of the learning unit

After introducing the marketing role into the company and the economy as a whole, the first part of the course is about the understanding of the consumer needs, attitudes and behaviours, that are not homogenous and to which the company has to answer with differenciated approaches.
As a consequence, the second part is dedicated to the concepts of market segmentation, the attractivity and competitivenes od the segments and therefore to the marketing strategy to choose: which segment(s) to address and with which positionning?
This leads to the marketing strategic plan.
In the third part it will be seen how to operate these choices by the use of the under control marketing variables, the famous 4 P's.

Prerequisite knowledge and skills

Basic notions of political economy (supply and demand laws, elasticity, marginal return, ...) and accounting (products and charges, direct and full costing, gross margin, cash-flow, ...) are required for a good understanding of the presented concepts

Planned learning activities and teaching methods

It's about an ex-cathedra lecture illustrated with numerous real cases.
Active participation of the students is a must.

Mode of delivery (face to face, distance learning, hybrid learning)

Active and face-to-face

Recommended or required readings

The lecture is based on the following reference book: "Marketing Stratégique et Opérationnel" - JJ. Lambin and Ch. de Moerloose.
Some releases of this book are available in English.
The students will be provided with the copy of the slides presented during the lecture.

Classical written examination

Work placement(s)


Organisational remarks and main changes to the course


By email addressed to the lecturer

Association of one or more MOOCs