UCL - Etudes et modèles de marché

[LSMS2000]

[30h] 5 credits

Teacher(s): Marie-Paule Kestemont

Language: French

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

At the end of the class, students must be able to design, to carry out and to interpret in a rational and critical manner a market study based on qualitative and mainly quantitative surveys.

Main themes

Present the sequence of interrelated stages of the market research process. (this involves the diagnosis of information needs, the gathering of reliable data and their analysis in order to help marketing to sake sound decisions.
Themes
Designing the market study, exploratory research, descriptive research (including bi-variate methods) introduction to causal research

Content and teaching methods

Summary
" Summary and content " see " scope " above and " methods " see " methods " below

Content
See "scope" above

Methods
In-class activities
- Lectures
- Exercices/PT

At home activities
- Paper work

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Prerequisites Basic Marketing
Evaluation : Class participation and oral examination (in French or English)
Support : Textbook recommended and slides provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -

Internationalisation
- international content
- international case study

Corporate features
- conference
- case study

Techniques and tools for teaching and learning
- IT tools
- quantitative methods
- qualitative methods
- other : statistics

Techniques
- outils informatiques
- méthodes quantitatives
- méthodes qualitatives
- autre : statistiques