Code
MUSE MKT 3405
Level
L3
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
4
Class hours
18
Total student load
80
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course is an introduction to market research. It covers the different methods of data collection commonly used by organizations (qualitative studies, quantitative studies), as well as the way to analyze and interpret the data. The students will learn the pros and cons of the various approaches, and will work on the various steps of a market study.
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
Session 1 : introduction to market research
Session 2 : Primary Sources of Data
Session 3 : Qualitative studies (1): direct approaches
Session 4 : Qualitative studies (2): indirect approaches
Session 5 : Qualitative data collection and analysis
Session 6 : Horizontal and vertical analysis
Session 7 : Communicating the qualitative empirical results
Session 8 : Quantitative studies (1)
Session 9 : Quantitative studies (2)
Session 10 : Workshop regarding the collective project
Sustainable Development Goals
ODD 9: the course emphasizes innovation as it teaches how to elaborate and use market studies to design innovations that fulfill a need and bring value.
ODD 12: the course explains how companies must engage in prospective studies to understand changes in consumption behaviors more respective of the environment, in order to adapt to and be actors of this change.
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Pedagogical methods
Lectures, realization of a market study project
Evaluation and grading system and catch up exams
- Participation: 10%
- Group project: 40%
- Final exam: 50%
Make-up exam: an oral exam will be proposed.
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 10 minutes. Attendance will be declared on Moodle during these 10 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
Market studies, marketing, qualitative studies, quantitative studies
Prerequisites
Fundamentals of marketing