Fiche détaillée d'un cours


 


Voir la fiche établissement

MARKETING TO THE NEW CONSUMER : ONLINE WAYS TO CONNECT WITH & UNDERSTAND CONSUMERS

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EE65UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)T.DE RUYCK
Intervenant(s)Tom DE RUYCK


Pré requis

Basic knowledge of marketing and marketing research are a plus!

Objectifs du cours

At the end of the course, the student should be able to:
- explain what the concept 'new consumer' is about;
- understand the importance of online & social media market research techniques;
- define the different research methods;
- explain the pro's & con's of each research method;
- use the research techniques in a good way;
- define the critical successfactors of a given methodology;
- combine different research methods into a research design;
- manage parts of a company's research program.

Contenu du cours

1: Meet the contemporary consumer:
- Understanding modern consumer behavior;
- Trends in marketing sciences;
- Towards Connected Marketing & Conversation Management.

2: Introduction to (online) market research:
- Basics of market research;
- The world of online market research;
o Representative?
o Valid?
- Towards Research 2.0 and Connected Research:
o Introduction;
o Brainstorm.
- Cases.

3: Online qualitative research:
- Discussion Groups;
- In-depth Interviews;
- Research Communities;
- Cases.

4: Online observational research:
- Ethnography;
- Netnograhpy.

5: Co-creation with research participants:
- Concept;
- Methods.

6: Research designs: towards Fusion Research:
- Concept;
- Exercise;
- Cases.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00   Attending the interactive teaching sessions
Independent work
Reference manual 's readings8,00  
Independent study
Estimated personal workload8,00   Writing a short article as a summary of the course
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • E-learning
  • Interactive class


Évaluation

The students have to write a short article.
The article is a personal reflection on the topics tackled in the course.

Type de ContrôleDuréeNombrePondération
Others
Written Report4,001100,00
TOTAL     100,00

Bibliographie

  • 'The Conversation Manager' by Steven Van Belleghem -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
Vidéo : Un campus à vivre
Notre chaîne Youtube