Code
MUFF MKT 3005
Level
L3
Field
Marketing, commercial
Language
Français/French
ECTS Credits
4
Class hours
18
Total student load
80
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Ce cours est une introduction aux études de marché. Il couvre les différentes méthodes de collecte de données couramment utilisées par les entreprises (études qualitatives, études quantitatives), ainsi que la manière d’analyser et d’interpréter les données. Les étudiants apprendront les avantages et inconvénients des différentes approches, et travailleront sur les différentes étapes d’une étude.
Learning objectives/Intended learning outcomes
- 1.2 - Use digital intelligence tools efficiently to support the societal, digital, energy and environmental transformations of organisations, ensuring their sustainable and responsible impact.
- 2.1 - Develop a critical awareness of highly specialised knowledge, some of which is at the forefront of knowledge, with a view to formulating innovative contributions to complex issues, in line with the strategic plan of organisations and with scientific
Content : structure and schedule
Séance 1 : Objectifs et évolution des études de marché à travers le temps
Séance 2 : Les différents types d’études
Séance 3 : Les études qualitatives : entretiens, réunions de groupes et observations
Séance 4 : Comment réaliser une étude qualitative : de la problématique aux techniques d’interprétation
Séance 5 : Les études quantitatives : questionnaire et traitements
Séance 6 : Comment faire une étude de marché avec un institut d’études : du brief au projet de l’étude par l’institut
Séance 7 : les nouveaux types d’études (social listening, mesures de satisfaction, design thinking, IA générative)
Séance 8 : Etude de cas
Séance 9 : Présentation orale du projet
Sustainable Development Goals
ODD 9 : le cours met l'accent sur l'innovation puisqu'il enseigne comment élaborer et utiliser des études de marché pour définir des innovations qui répondent à un besoin et apportent de la valeur.
ODD 12 : le cours évoque le besoin des entreprises de conduire des études prospectives pour s'adapter aux nouveaux modes de consommation plus respectueux de l'environnement
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Pedagogical methods
Cours magistraux avec une partie applicative,
réalisation d'un projet d'étude de marché.
Evaluation and grading system and catch up exams
Examen écrit : 40%
Projet : 60%
Modalité de rattrapage : examen écrit
Module Policies
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Keywords
Études de marché, Marketing, Études qualitatives, études quantitatives
Prerequisites
Fondamentaux du marketing