Objectives of Programme's Learning Outcomes

Learning Outcomes of UE

At the end of the instruction, the students will be able to conduct a marketing research. This instruction aims to the learning of qualitative and/or  quantitative tools usefool for marketing studies.

Content of UE

Marketing Research and Application
The first part of the instruction will be focussed on the presentation of differents marketing rearch methods. Definition of the reserach question and research design will be detailed.
Then different methods of qualitative data collection will be presented (observation, in-depth interviews, focus group).
Finally the elements in order to build up qualitative and quantitative questionnaires will be discussed (scale, variable etc.).
The empirical part of the class will place students in an academical research context through the implementation of the qualitative phase of the reserach, and the construction of the quantitative questionnaire on the basis of the obtained results.

Prior Experience

Basic Marketing 

Type of Assessment for UE in Q1

• Presentation and/or works
• Graded tests

Q1 UE Assessment Comments

The evaluation will be based on  Differents projects - ongoing evaluation process:
Project 1: interview guide
Project 2: qualitative research
Project 3: quantitative questionnaire
+ Group Presentation

Type of Assessment for UE in Q3

• Oral examination

Q3 UE Assessment Comments

Oral examination about the group work done during Q1

Type of Resit Assessment for UE in Q1 (BAB1)

• N/A

Q1 UE Resit Assessment Comments (BAB1)

not applicable