Méthodes et modèles en marketing [ MGEHD2213 ]
15.0 crédits ECTS
45.0 h
| Teacher(s) |
Ducarroz Caroline ;
Pecheux Claude ;
Poncin Ingrid (coordinator) ;
Sinigaglia Nadia ;
|
| Language |
French
|
Place
of the course |
Mons
|
| Prerequisites |
-
GEHD2131 ' Market Research
QAHD2130 ' Econometrics
|
| Main themes |
1st part: Analysis of consumer behaviour
-
Introduction
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Attempt to give an interdisciplinary explanation of consumer behaviour.
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Cognitive and/or emotional approach.
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Testing hypotheses relating to consumer behaviour.
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The separation of roles and collective decision-making.
2nd part
Methods
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Methodological bases of diagnostics and decision-making in marketing.
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Development of marketing models: design, calibration, validation and adaptation.
Themes
-
Differentiation and market share (horizontal external interactions).
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Vertical interrelations in marketing channels: trade negotiations.
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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
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Individual and group work
|
| Teaching methods |
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Lectures
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Course-related assignments
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Case studies
|
| Bibliography |
-
FILSER M, (1997) Le comportement du consommateur, Dalloz.
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HOYER W., Mc INNIS D. (1997), Consumer Behavior, Houghton Mifflin Company.
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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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