FORMATIONS |
Fiche détaillée d'un cours
![]() | MARKETING TO THE NEW CONSUMER : ONLINE WAYS TO CONNECT WITH & UNDERSTAND CONSUMERS | ||
2017-2018 | IESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1718-IÉSEG-M1S1-MKT-MA-EI97UE | MARKETING |
Niveau | Année de formation | Période | Langue d'enseignement |
---|---|---|---|
Master | 1 | S1 | English |
Professeur(s) responsable(s) | T.DE RUYCK |
---|---|
Intervenant(s) | Tom DE RUYCK |
- 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
Type | Nombre d'heures | Remarques | |
---|---|---|---|
Face to face | |||
lecture | 16,00 | Attending the interactive teaching sessions | |
Independent work | |||
Reference manual 's readings | 8,00 | ||
Independent study | |||
Estimated personal workload | 8,00 | Writing a short article as a summary of the course | |
Charge de travail globale de l'étudiant | 32,00 |
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 Contrôle | Durée | Nombre | Pondération |
---|---|---|---|
Others | |||
Written Report | 4,00 | 1 | 100,00 |
TOTAL | 100,00 |
Bibliographie
- 'The Conversation Manager' by Steven Van Belleghem -
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification