Méthodes et modèles en marketing [ MGEST2128 ]
5.0 crédits ECTS
30.0 h + 0.0 h
2q
| Teacher(s) |
Ducarroz Caroline ;
Pecheux Claude ;
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| Language |
French
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Place
of the course |
Mons
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| Main themes |
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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.
The contribution of this Teaching Unit to the development and
command of the skills and learning outcomes of the programme(s) can be
accessed at the end of this sheet, in the section entitled
“Programmes/courses offering this Teaching Unit”.
|
| Evaluation methods |
Written examination
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| Teaching methods |
' Lectures
' Problem-based learning
' Case studies
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| 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.
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Faculty or entity
in charge |
> BLSM
|
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