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.

Semester
1st semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Taught in
English
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Business
Educational team
Timothy Desmet (course titular)
Davide Rigoni
Activities and contact hours

10 contact hours Lecture
8 contact hours Seminar, Exercises or Practicals
57 contact hours Independent or External Form of Study
Course Content

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.

Course material
Digital course material (Required) : Slides and additional course material as made available via Canvas, Canvas
Handbook (Recommended) : Research Methods for Business, A skill-building approach, Sekaran, U. & Bougie, R., 7de, Wiley, 9781119663706, 2020
Handbook (Recommended) : Marketing, An Introduction, Kotler & Armstrong, 13th edition, Pearson Education, 9781292294865, 2019
Additional info

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.

Learning Outcomes

General competences

After this course, the student should be able to:

  • Understand the role of marketing in business practice
  • Understand and apply concepts, models and jargon pertaining to the integrated marketing mix
  • Identify good and less good examples of the integrated marketing mix in business practice, supported with arguments
  • Fill in an integrated marketing mix for a company or brand, starting from a given marketing strategy
  • Translate an applied marketing research question into an appropriate market research design
  • Translate a market research design from blueprint to specific implementation guidelines
  • Analyse data from a market research (optionally with software package SPSS), at a descriptive level as well as at the level of testing hypotheses
  • Interpret outputs from market research analyses (optionally originating from software package SPSS)
  • Formulate managerial advice based on interpreted market research results.

Grading

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:

  • Assignments with a relative weight of 100 which comprises 100% of the final mark.

    Note: Group assignments and individual assignments

Additional info regarding evaluation

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.

 

Academic context

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