Méthodes et modèles en marketing

5.0 credits

30.0 h + 0.0 h

Teacher(s)

Sinigaglia Nadia ; Pecheux Claude ; Ducarroz Caroline ;

Language

Français

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.

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

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, 4^th ed., Dunod.
- KERLINGER F., LEE H. (1999), Foundations of Behavioral Research, 4th ed.,
Wadsworth.

Faculty or entity<

> BLSM

Programmes / formations proposant cette unité d'enseignement (UE)

Program title

Sigle

Credits

Prerequisites

Aims

Master [120] in Management

gest2m

Master [120] in Business Engineering

inge2m

Master [120] in Business Engineering

ingm2m

Master [120] in Management

gesm2m