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Méthodes et modèles en marketing [ MGEHD2213 ]


15.0 crédits ECTS  45.0 h  

Teacher(s) Ducarroz Caroline ; Pecheux Claude (coordinator) ; Poncin Ingrid (compensates Ducarroz Caroline) ; Poncin Ingrid (coordinator) ; Bultez Alain (compensates Pecheux Claude) ;
Language French
Place
of the course		 Mons
Prerequisites
  • GEHD2131 ' Market Research

QAHD2130 ' Econometrics
Main themes

1st part: Analysis of consumer behaviour

  • Introduction
  • Attempt to give an interdisciplinary explanation of consumer behaviour.
  • Cognitive and/or emotional approach.
  • Testing hypotheses relating to consumer behaviour.
  • The separation of roles and collective decision-making.

2nd part

Methods

  • Methodological bases of diagnostics and decision-making in marketing.  
  • Development of marketing models: design, calibration, validation and adaptation.

Themes

  • Differentiation and market share (horizontal external interactions).
  • Vertical interrelations in marketing channels: trade negotiations.
  • Interdependencies (internal horizontal) between items making up a range or category, between 'families' forming an assortment: complementarity and substitution.

Dynamics of the effects of advertising and promotional campaigns. 
Aims

On completion of this course, students will be able:

  • to understand the main theories, methods and techniques applied to the analysis of consumer behaviour;
  • to apply quantitative management methods to the complex realities and interactions encountered in the marketing field.  

 
Evaluation methods
  • Written examination
  • Individual and group work
Teaching methods
  • Lectures
  • Course-related assignments
  • Case studies
Bibliography
  • FILSER M, (1997) Le comportement du consommateur, Dalloz.
  • HOYER W., Mc INNIS D. (1997), Consumer Behavior, Houghton Mifflin Company.
  • LILIEN G., KOTLER P., MOORTHY K. (1992), Marketing Models, Prentice Hall.
Cycle et année
d'étude		 > Master [120] in Management (shift schedule)
> Master [120] in Management (shift schedule)
Faculty or entity
in charge		 > BLSM


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