Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

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

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.

Bibliographie

• 'The Conversation Manager' by Steven Van Belleghem -

Ressources internet

• http://www.insites.eu/researchcommunities