Teacher(s)
Language
English
Prerequisites
Basics of marketing
Note: This course cannot be taken in combination with “LSMS2024 – Marketing studies”
Note: This course cannot be taken in combination with “LSMS2024 – Marketing studies”
Main themes
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
It first introduces students to marketing research, to the different types of marketing studies, and to the global research process.
It then briefly outlines the use of “secondary data” (public/existing data collected by others) as a useful early step in conducting marketing research.
The next section covers the “qualitative” approach (e.g. individual interviews, focus groups), which may be very useful for examining consumers’ deep motivations and perceptions, overcoming some problems such as those relating to consciousness or social pressure.
The main section then focuses on the “quantitative” approach. It typically consists in using a very structured questionnaire to collect various data (relating for instance to consumers’ knowledge or attitude towards a brand product) from a representative sample of consumers, and in performing statistical analyses in order to draw and apply conclusions to a target market.
Overall, the content of this course allows to apply for very interesting jobs relating to marketing research – for example in marketing agencies, in major companies (with internal marketing department), or in public organizations.
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
It first introduces students to marketing research, to the different types of marketing studies, and to the global research process.
It then briefly outlines the use of “secondary data” (public/existing data collected by others) as a useful early step in conducting marketing research.
The next section covers the “qualitative” approach (e.g. individual interviews, focus groups), which may be very useful for examining consumers’ deep motivations and perceptions, overcoming some problems such as those relating to consciousness or social pressure.
The main section then focuses on the “quantitative” approach. It typically consists in using a very structured questionnaire to collect various data (relating for instance to consumers’ knowledge or attitude towards a brand product) from a representative sample of consumers, and in performing statistical analyses in order to draw and apply conclusions to a target market.
Overall, the content of this course allows to apply for very interesting jobs relating to marketing research – for example in marketing agencies, in major companies (with internal marketing department), or in public organizations.
Learning outcomes
At the end of this learning unit, the student is able to : | |
| 1 | Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:
|
Content
1) Introductory elements
* Introduction to marketing research
* Types of marketing studies
* Global research process
2) Secondary data
3) Qualitative studies
4) Quantitative studies
* Process and skills to manage the different steps involved in a quantitative study: research hypotheses, data collection method, questionnaire, study sample, data collection management,…
* Quantitative data analysis: Basic statistical tools for analyzing the results and converting them into conclusions and managerial implications
* Introduction to marketing research
* Types of marketing studies
* Global research process
2) Secondary data
3) Qualitative studies
4) Quantitative studies
* Process and skills to manage the different steps involved in a quantitative study: research hypotheses, data collection method, questionnaire, study sample, data collection management,…
* Quantitative data analysis: Basic statistical tools for analyzing the results and converting them into conclusions and managerial implications
Teaching methods
Lectures on theoretical/methodological inputs (with practical illustrations), case studies, practical training sessions.
Evaluation methods
The knowledge related to all concepts covered in the course will be assessed through an individual written examination with multiple-choice questions, using the standard setting method (lll.sipr.ucl.ac.be:3838/SSS/). This exam will account for 60% of the overall grade.
In August, the written exam may be replaced by an individual oral exam.
The ability to perform statistical analyses (using SPSS) will be evaluated through a short individual exam, which will account for 40% of the overall grade.
All these activities will be carried out in English.
Important: This course requires active participation in all sessions, as they provide numerous additional elements not included in the slides. It is unlikely that students who are unable to attend the sessions (e.g., incoming students) will successfully pass the exams.
In August, the written exam may be replaced by an individual oral exam.
The ability to perform statistical analyses (using SPSS) will be evaluated through a short individual exam, which will account for 40% of the overall grade.
All these activities will be carried out in English.
Important: This course requires active participation in all sessions, as they provide numerous additional elements not included in the slides. It is unlikely that students who are unable to attend the sessions (e.g., incoming students) will successfully pass the exams.
Other information
Prerequisite: Basics of Marketing
Note: This course may not be taken in combination with “LSMS2024 – Marketing Studies”
Note: This course may not be taken in combination with “LSMS2024 – Marketing Studies”
Bibliography
Slides (Moodle)
Articles and books
Articles and books
Faculty or entity
