Market Research - 4GMA0323

this module will be articulated around fundamentals of Strategic and Operational Marketing.
In complement, specific focus will be done on :

• Market analysis
• Place of market studies in marketing
• the different kinds of studies
• general methodology
  * desk research
  * field research
  sampling, different ways to ask questions, questionnaire, question guid
• treatment of informations
• analysis, synthesis, presenting the conclusions, recommend actions
• Functionnal analysis
• Value analysis

No specific pre requisits required, however some readings are recommended such as :

• White papers realtive to Marketing (available on internet)
• Marketing Stratégique et Opérationnel - 10e édition / La démarche marketing dans une perspective responsable / Jean-Jacques Lambin, Chantal de Moerloose

Final Exam (individual) at the end of the module (EEI)
Worksops and exercices during courses (individual and/or by group) (TDI/G)
Presentation using "keynotes" model on a specific and given Marketing topics (by group) (PKG)
Case study with oral presentation and booklet (by group) (ECPDG)
Catch-up only for final and individual exam
More than 3 absences (without justification) will lead to cancelation of continuous control/assessement, consequetly grade of 0 will apply.

module compatible with a remote/online organization of teaching and exams

Calcul de la note finale :
EEI*40% + (TDI/G + PKG)*10% + ECPDG*50%

The course exists in the following branches:

• Curriculum - Engineer IPID apprentice program - Semester 7

Course ID : 4GMA0323
Course language(s):

You can find this course among all other courses.

Marketing management, 11e édition de Philip Kotler, Bernard Dubois, Delphine Manceau
Mercator – Jacques Lendrevie / Denis Lindon
Le Grand Livre du Marketing digital – Rémy Marrone / Claire Gallic