Méthodes et modèles en marketing [ MGEST2128 ]
5.0 crédits ECTS
30.0 h + 0.0 h
2q
| Teacher(s) |
Ducarroz Caroline ;
Pecheux Claude (coordinator) ;
|
| Language |
French
|
Place
of the course |
Mons
|
| Main themes |
|
This course covers rational approaches to decision-making in marketing.
The focus is on the methods and tools available for the collection and/or processing of data: qualitative methods versus quantitative methods; verbal and non-verbal methods; observation techniques and particularly experimentation; sampling issues; measurement issues. "Advanced" concepts, models and methods are also reviewed, in order to define, formulate, analyse and solve marketing problems.
|
|
| Aims |
On completion of this course, students should have a complete set of methods and tools for the collection and analysis of relevant primary and secondary data.
|
| Evaluation methods |
Written examination
|
| Teaching methods |
' Lectures
' Problem-based learning
' Case studies
|
| Bibliography |
- CHURCHILL G., IACOBUCCI D. (2009), Marketing Research: Methodological
Foundations, 10th ed., South-Western.
- EVRARD Y., PRAS B., ROUX E., DESMET P. (2009), Market. Fondements et
méthodes des Recherches en Marketing, 4th ed., Dunod.
- KERLINGER F., LEE H. (1999), Foundations of Behavioral Research, 4th ed.,
Wadsworth.
|
Cycle et année
d'étude |
> Master [120] in Management
> Master [120] in Business Engineering
> Master [120] in Management
> Master [120] in Business engineering
|
Faculty or entity
in charge |
> BLSM
|
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