mgehd2230  2020-2021  Mons

Due to the COVID-19 crisis, the information below is subject to change, in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
6 credits
30.0 h
Poncin Ingrid; Sinigaglia Nadia (compensates Poncin Ingrid);

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
- Analysing and knowing your market
* Principal Component Analysis (PCA)
* Development of a measurement instrument in
* 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
- Evaluating your performance
* Panel data analysis
* Simple Regression
* Multiple Regression
- Re-thinking your product\your positioning
* Discriminant analysis
* Typologicalcluster analysis
* Conjoint analysis

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
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
BRUNER II G., (2009, 2012, 2015, 2016, 2017, 2019), Marketing Scales Handbook, Vol 5, Vol 6, Vol 7, Vol 8, Vol 9, Vol 10,
CHARRY K., COUSSEMENT K., DEMOULIN N., HEUVINCK N., (2016), Marketing Research with IBM SPSS Statistics, 978-1-4724-7745-3 , Routledge, London, 264 pages.
HAHN C. & MACE S. (2016), Méthodes statistiques appliquées au management, 2ème édition, Pearson.
JOLIBERT A., DELACROIX E., MONNOT E., et JOURDAN P. (2020), Marketing Research : Méthodes de recherche et d’études en marketing (ouvrage collectif), 2ème édition, Dunod (à paraître en octobre 2020).
MALHOTRA N., DECAUDIN J.M., BOUGUERRA A., BORIES D. (2014), Etudes Marketing, 6ème édition, Pearson.
Faculty or entity

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

Title of the programme
Master [120] in Management (shift schedule)

Master [120] in Management (shift schedule)