Code
MGFE MKT 5801
Level
M2
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
3
Class hours
36
Total student load
60
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course presents each step of the marketing research process. It covers quantitative as well as qualitative research techniques and analysis methods (basic statistics, content analysis, etc.).
The concepts and methodologies covered are illustrated by students’ group projects.
Learning goals/Programme objectives
- LG1 Being able to extend digital intelligence through its different dimensions
- LG2 Having the ability to manage uncertainty and complexity with accuracy and rigor
- LG3 Having the foundations of responsible and sustainable management
Learning objectives/Intended learning outcomes
- 1.3 - Develop competitiveness in business, and digital sovereignty
- 2.1 - Identify and analyze in depth problems, causes and impacts
- 2.2 - Explore solutions, decisions, and their relative and absolute impacts
- 2.3 - Identify optimal solution(s) and priorities toward implementation
- 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
- 3.2 - Apply discipline knowledge appropriately and effectively
- 3.4 - Select and employ judiciously appropriate techniques and tools within the discipline
Rubrics
To understand the concepts and methodologies used for marketing research. At the end of this course, students will be able to identify opportunities for marketing research and use the appropriate tools and methodology.
Content : structure and schedule
Session 1 : the marketing research process, marketing research industry
Session 2 : problem statement and research design. Choice of a research project
Session 3: Data collection methods (qualitative and quantitative)
Session 4: questionnaire design and administration
Session 5: sampling, choice of respondents
Session 6: quiz, data analysis : qualitative research (1/2)
Session 7: data analysis : quantitative research (2/2)
Session 8: data validity, interpretation and report writing
Session 9 : wrap up session, final project presentations (1/2)
Session 10 : final project presentations (2/2)
Sustainable Development Goals
8 - Travail décent et croissance économique
9 - Industrie, innovation et infrastructure
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Evaluation and grading system and catch up exams
Class participation :10%
Quiz :40%
Project presentation:50%
Attendence is obligatory
Catch-up assignment
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.
Textbook Required and Suggested Readings
The Market Research Toolbox
A Concise Guide for Beginners,Fourth Edition
Edward F. McQuarrie
Published: April 2015
Keywords
market research, methodology
Prerequisites
Basics of marketing and statistics