3 ECTS credits
75 h study time
Offer 1 with catalog number 3021574DNW for working students in the 1st semester at a (D) Master - preliminary level.
This course introduces you to the discipline of marketing and market research. Two parts are herein crucial. On the one hand, we address the integrated marketing mix, consisting of a toolkit of 4 Ps, to deliver customer value in a profitable and durable way. On the other hand, we offer tools and techniques in this course to sharpen your skills in market research in practice. The theoretical frame that is introduced in the lectures forms the basis on which the practice sessions offers exercises on and where the guest lectures provide illustrations on.
Slides of lectures, guest lectures and practice sessions will be posted on Canvas (in so far as confidentiality of the information presented in the guest lectures allow for it). For working students, digiclass recordings of the lectures will be made available – if possible (conditionally), after a first introductory lecture in class, and with a closing Q&A session in class to close.
After this course, the student should be able to:
The final grade is composed based on the following categories:
Practical Exam determines 100% of the final mark.
Within the Practical Exam category, the following assignments need to be completed:
The evaluation consists of group assignments and individual assignments. Possibility to apply peer evaluations to differentiate the group score on the WPO to individual scores.
Participation to each of the group- and individual assignments is compulsory. No alternative replacement assignments will be foreseen in 1st session. Not obeying deadlines/agreements for the assignments result in a zero score for the respective assignment.
Attending guest lectures is compulsory in as far as the class schedule allows for it.
Bonus points can (voluntarily) be earned by actively participating in the lectures where bonus questions will be brought about on the one hand, and by participating to scientific market research studies by the department BUSI – ‘Marketing & Consumer Behavior’ on the other hand.
This offer is part of the following study plans:
Master of Biomedical Research: Standaard traject
Preparatory Programme Master of Science in Management: Academische Master
Preparatory Programme Master of Science in Management: Academische Bachelor