Note from June 29, 2020
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
6 credits
30.0 h
Q1
Teacher(s)
Poncin Ingrid; Sinigaglia Nadia; Sinigaglia Nadia (compensates Poncin Ingrid);
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.
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
- 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 | Competencies Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion and Ingénieur de Gestion, this course mainly develops the following competencies:
|
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
In case the student fails the course, only the "written exam" part can be improved (the grade linked to the group project cannot be improved).
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
In case the student fails the course, only the "written exam" part can be improved (the grade linked to the group project cannot be improved).
Bibliography
BRUNER II G., (2009, 2012, 2015, 2016, 2017, 2019), Marketing Handbook Scales, Vol 5, Vol 6, Vol 7, Vol 8, Vol 9, Vol 10, 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., DECAUDIN J.M., BOUGUERRA A., BORIES D. (2014), Etudes Marketing, 6ème Edition, 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
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., DECAUDIN J.M., BOUGUERRA A., BORIES D. (2014), Etudes Marketing, 6ème Edition, 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
