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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT

Pré requis

Marketing Principles, 4P's and marketing planning (from environment analysis to operational decisions)

Objectifs du cours

Assurance of Learning goal:
Goal. Are competent in their field, rigourous and committed to quality.
Main objectives Master the techniques and display expertise in the marketing field. Make professional quality oral and written presentations using adapted tools.

Objectives. Retail sales panel: measuring marketing performance and analytics
1. Understand the nature and use of retail sales panels in analysing markets and brand performance sectors.
2. Manage the marketing key panel indicators and the derived calculations.
3. Perform an in-depth market analysis and recommend marketing actions / decisions.
4. Master marketing calculations: market share, distribution rate, demand, promotional rate, etc.
5. Apply the analysis framework to actual business cases such as brand performance, new product performance and budgeting.

Contenu du cours

- Part 1. Panel presentation
What is a Retailer Panel: (methods, structure, objectives, practices, key companies). And which sectors?
Snapshot on data process and the key performance indicators.
Other panels: Consumer Panels, Retail Audits.
Typical uses of panels in the marketing planning (micro environment analysis, marketing mix diagnosis, new product monitoring, reporting and budgeting)

- Part 2. Mastering 4 basics elements and key calculations
Learn the four basics elements of retailer panel: markets / products, distribution, periods, facts (such as sales, stocks, prices, etc.).
Assess the critical derived indicators and calculations such as market shares, distribution, rotations and geographies.

- Part 3. Perform a Market analysis.
How to manage and read data? The Do’s / Don’t.
Perform a market analysis as marketing responsible using various case studies.
Assess a market or brand performance vs competition, evaluate a product launching, market demand, distribution, speed to market, channel performance, effectiveness of an assortment, etc.

- Part 4. Specific Cases of analysis
Use of panels for specific purposes: Market Opportunity Identification, Monitoring of New Product performance, Return on Sales Promotion, Measure of Advertising Impact, Merchandising, Price Testing and Test Markets.

- Part 5. Market presentation
Complete a AIRP market study “AIRP” stand for Analysis, Interpretation, Recommendation and Presentation as expected from marketing professionals.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class6,00  
Independent work
Reference manual 's readings2,00  
Independent study
Group Project10,00  
Individual Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • Project work
  • Interactive class
  • Case study


The course assessment is based on case studies (teamwork), a final exam of 2 hours and an interactive participation during the 6 weeks

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study10,00320,00
Group Project12,00130,00
Final Exam
Written exam2,00140,00
TOTAL     100,00


  • Marketing Management Kotler - Chapters 3 and 4. -

Ressources internet

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