Marketing Studies

At the end of this learning unit, the student is able to :

• 1. Adopt a socially responsible mindset: Think and take decisions responsibly, taking account of ethical and civic values.
• 1.1. Demonstrate the ability to reason independently and adopt a considered and critical approach to knowledge (academic and common sense).
• 2. Acquire a knowledge base: Actively acquire a knowledge base in different subjects (management, human science, economics, law, quantitative methods) that are essential for analysing issues in the various fields of management.
• 2.1. Understand the basic concepts and theories in each of the fields of management and economics.
• 2.2. Acquire a knowledge base in human science and law.
• 2.3. Acquire a knowledge base in quantitative, IT and digital methods.
• 2.4. Apply knowledge gained from different subjects to solve a simple but concrete management problem.
• 3. Apply a scientific approach: Use a scientific approach to analyse concrete management problems and situations.
• 3.1. Understand and selectively use scientific texts and works in French and English.
• 3.2. Apply clear and structured analytical reasoning, conceptual frameworks and science-based models to describe and analyse a simple but concrete problem and offer a solution.
• 3.3. With the help of dedicated software tools, collate, select and analyse relevant information using basic statistical and data analysis methods.
• 3.4. Analyse and interpret results or proposals, and provide a well-argued critique, for a simple but concrete management problem.
• 3.5. Demonstrate rigour and discernment (validity and relevance) in the collation of information sources, and precision in their referencing.
• 6. Become a team player: Become a team member and player.
• 6.1. Know and understand the principles of collaborative learning.
• 6.2. Recognize and take into account the different points of view of team members.
• 6.3. Manage group relations in a joint project.
• 7. Manage a project: Organise and complete a project, taking into account the pre-defined objectives and the constraints of the project environment.
• 7.1. Organise the process: working as a team, and with consideration for the pre-defined objectives, plan and develop all the stages of a project and commit to it collectively, having allocated the tasks.
• 7.2. Share information and expertise to help progress the project and contribute to the team's success with a view to effectively achieving the objective set.

• define an object or objects of marketing study in relation to a particular management problem.
• master the methods and tools of qualitative study in marketing.
• master the basic methods and tools of quantitative study in marketing.
• implement a complete approach to a marketing study.
• produce and present in a synthetic way the results of the marketing study and the managerial recommendations.
• understand the specificities of causal studies in marketing.
• understand and analyze data from panels.
• understand the basics of webanalyptics.
• evaluate the qualities and rigor of a study proposal or the results of a study carried out by a market research or marketing consulting company.