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Establishment
Language of instruction
French, English
Teaching content
UE11
Training officer(s)
V.DURET, G.Druart
Stakeholder(s)
V.DURET, G.Druart
Présentation
Prerequisite
Fundamental Marketing
Goal
This course is structured around five main objectives: - Understanding the field of marketing studies and the implications in the overall marketing approach, particularly with regard to purchasing and consumption behavior. - Understanding the founding mechanisms of buying and consuming behavior. - Situating studies in the marketing approach and in communication actions. - Knowing and mastering the most used collection methodologies. - Acquiring the technical vocabulary of the discipline.
Presentation
1- To know the methodological principles of realization of a marketing study with regard to the problems of purchase and consumption.
2- To choose, depending on the problem detected, the most appropriate methodology and to know how to implement it.
3- To be able to design a questionnaire and all the constituent elements of a sampling plan.
4- To be able to carry out a qualitative study process.
5- To be able to carry out a qualitative analysis.
2- To choose, depending on the problem detected, the most appropriate methodology and to know how to implement it.
3- To be able to design a questionnaire and all the constituent elements of a sampling plan.
4- To be able to carry out a qualitative study process.
5- To be able to carry out a qualitative analysis.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 15,00 | |||
| Independent study | |||
| Travail personnel indicatif | 30,00 | Application, révisions et recherche d’informations. | |
| Overall student workload | 45,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Soutenance par groupe | 0,00 | 3 | 40,00 |
| Final Exam | |||
| 1,30 | 1 | 60,00 | |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Etudes de marché - JL Giannelloni et E. Vernette
2nd edition, Vuibert 2001
Marketing management - P. Kotler, P.L. Dubois, P. Keller, D.ManceauPearson Education, 13rd edition, 2009.
Comportement du consommateur, concepts et outils - D. Darpy et P. VolleDunod.2003
Le comportement du consommateur et de l'acheteur - R.LadweinEconomica, 2003
Comportements du consommateur : Concepts et outils - D.DarpyDunod 3rd edition, 2012
Études de marchés : Méthodes et outils - M. Gauthy-Sinéchal, M.VandercammenDe Boek, 3rd edition, 2010.
Marketing : L'essentiel pour comprendre, décider, agir - M.VandercammenDe Boek, 3rd edition, 2011.
Techniques d'études de marché - E. VernetteVuibert, 2nd edition, 2006.
Internet resources