Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2025/2026
Module/course Code KE15
Delivery location Paris
Language English
Course type Elective courses 15h
Contact hours 15
ECTS 2.5
Level 5 (year post baccalaureate)
Semester Fall/Spring
Module name INVESTIGATE THE SILVER TARGET
Field (Discipline) Marketing
Academic Department Marketing
Speaker(s)
  • Françoise CONCHON-ANDREANI

Outline


Module/course Summary

The course is open to Master Cycle students.
It will cover:
  • In the context of the Silver Economy business and targets,
  • All the most commonly used ad hoc Marketing Research approaches: 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 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 in relations to the Silver consumers.


Pre-requisite

Fundamentals of marketing