Research Marketing

ECTS: 4   
Department: GACO   
Degree level: 1^st year of Bachelor
Teaching contact hours: 20  
Instructor: Marine KERGOAT

Learning objectives

• To understand and master fundamental marketing concepts.
• To identify predictors of consumer behavior.
• To identify stakeholders and market constraints.
• To locate and select the segments and targets.
• To collect, analyze and exploit sources of marketing information.

Course topics

• Marketing discovery: definition and the history of marketing.
• Market analysis: Types of markets and market environments.
• Consumers’ needs, motivations, behaviors.
• Segmentation, targeting and positioning.
• Surveys: types of studies, methodology and questionnaire design.

Teaching method

• Group of 28 students: weekly 2-hour seminar (“TD”)
• Group of 100 students: weekly 1-hour lecture (in French, optional for Foreign students)

Assessment

• Intermediate assessment (written and/or oral)
• Final exam (2 hours)
• A collective work (quantitative survey)

Entry requirements

• Student should have validated the Introduction to Marketing course (Autumn Semester) to understand this course.