Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2023/2024
Module/course Code MD01
Delivery location Paris
Language English
Course type Elective courses 30h
Contact hours 30
ECTS 5
Level 5 (year post baccalaureate)
Semester Fall/Spring/Sum
Module name MARKETING RESEARCH
Field (Discipline) Marketing
Academic Department Marketing
Speaker(s)
  • Françoise CONCHON

Outline


Module/course Summary

The course is open to Master Cycle students.
It will cover:
  • All the most commonly used Marketing Research approaches: panels, focus-groups, qualitative interviews, quantitative questionnaires, online surveys;
  • As well as insights into more sophisticated tools: experiential testimonies, design communities, storytelling, shopper studies, 360° screening, digital tracking, crowd sourcing, virtual reality, social listening, social watching…
It is based on continuous interaction with professionals from a great variety of industrial backgrounds who come to share their experience and present business cases they are currently working on.


Pre-requisite

Marketing Fundamentals