mgehd2213  2018-2019  Mons

6 credits
30.0 h
Q1
Teacher(s)
Ducarroz Caroline; Poncin Ingrid; Sinigaglia Nadia;
Language
French
Prerequisites
Basic marketing
Market research notions

The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.
Main themes
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
Aims

At the end of this learning unit, the student is able to :

1

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 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
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
Bibliography
BRUNER II G., (2009, 2012), Marketing Handbook Scales, Vol 5 et Vol 6, http://www.marketingscales.com
CHARRY K., COUSSEMENT K., DEMOULIN N., HEUVINCK N., (2016), Marketing Research with IBM SPSS Statistics, 978-1-4724-7745-3 , Routledge, London, 264 pages
MALHOTRA N., (2011), Etudes Marketing, Pearson
HAHN C. & MACE S. (2012), Méthodes statistiques appliquées au management, Pearson
CARRICANO M., POUJOL F. & BERTRANDIAS L. (2010), Analyse de données avec SPSS, Pearson
Faculty or entity
CLSM


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

Title of the programme
Sigle
Credits
Prerequisites
Aims
Master [120] in Management (shift schedule)
GEHM2M
6
MGEHD2135
Master [120] in Management (shift schedule)
GEHC2M
6
MGEHC2135