Génie industriel - Rubrique Formation - 2022

Market Research - 4GMA0323

  • Number of hours

    • Lectures 12.0
    • Projects -
    • Tutorials 12.0
    • Internship -
    • Laboratory works -
    • Written tests -


    ECTS 2.0


  • Students know methods and tools for understanding clients' needs, in order to design better products or services
  • Understand approaches, methodologies and tools relative to Strategic & Operational Marketing




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
see the course schedule for 2023-2024

Additional Information

Course ID : 4GMA0323
Course language(s): FR

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