Méthodes et modèles en marketing [ MGEHD2213 ]

Basic marketing
Market research notions

Introduction
- Analysing and knowing your market
* Principal Component Analysis (PCA)
* Development of a measurement instrument in
marketing
* Internet : specific methodologies
- Choosing and maintaining your positioning
* Brand image study â'' Dual method
* MDS and perceptual maps
- Anticipating your performance
* Laboratory experimentation
* Field experimentation
* ANOVA
- Evaluating your performance
* Panel data analysis
* Simple Regression
* Multiple Regression
- Re-thinking your product\your positioning
* Discriminant analysis
* Typologicalcluster analysis
* Conjoint analysis

Identify the methods (quantitative or qualitative) to give the
right answer to managerial problem
Relate the different methods and models to the key
decisions in the marketing process
Define the different constructs variables and modelize the
construct relationships
Demonstrate the ability to implement each step of the
different methods and the statistical and econometric
mechanisms
Analyse collected data
Use an advanced data analysis software to implement a
statistical or econometric method
Interpret and discuss the results obtained thanks to
qualitative or quantitative methods
Give adapted and argued managerial recommendations
based on the obtained results using a method

The students' assessment will be made up of two parts: (1)
a continuous assessment based on a project to be carried
out in group and summarized in a written report (active
participation during the course sessions is recommended
and participation to the hands-on sessions is mandatory)
and (2) a final written examination.
- Written examination
- Individual and group work

Malhotra N, Birks, Wills, Marketing Research, 4E, 2012
Pearson