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GEST-S440

Applied marketing analytics

année académique
2024-2025
2025-2026

Titulaire(s) du cours

Sandra ROTHENBERGER (Coordonnateur) et Philippe MAUCHARD

Crédits ECTS

5

Langue(s) d'enseignement

anglais

Contenu du cours

The course comprises three parts: 1) Introduction to key marketing concepts requiring market information, corresponding frameworks and key techniques to collect and manage market information (incl. Market research) ; 2) Illustration of the concepts and techniques through the intervention of senior executives from keynote national and international companies (retail, FMCG, pharma, as well as information providers) 3) development, presentation and discussion in class of the students’ field work, based on the applied study of a real life marketing issue through field research. This team work is performed typically in collaboration with a company.

Objectifs (et/ou acquis d'apprentissages spécifiques)

This course aims at: 1) Providing an overview of the main principles in managing market information (i.e. information on consumers/ customers, competitors and suppliers); 2) Reviewing the key techniques to obtain market information (quantitative and qualitative market research); 3) Illustrating these techniques in practice; 4) Allowing students to experiment with these techniques through a field research

Pré-requis et Co-requis

Cours pré-requis

Méthodes d'enseignement et activités d'apprentissages

This course combines ex-cathedra lectures, real life case discussions (presented by external executives), and student team field work (market research in collaboration with a company).

Références, bibliographie et lectures recommandées

  • Business Analytics: Data Analysis & Decision Making (S. Christian Albright; Wayne L. Winston) 2015, 5th Edition

  • Marketing Research (A. Parasuraman, Dhruv Grewal, R. Krishnan), 2006

  • Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wayne L. Winston, 2013

  • Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox), 2014

Contribution au profil d'enseignement

This integrative course contributes to most of the program learning outcomes, namely:

  • Integrate sustainable development into problem analysis
  • Master and apply key economic and management concepts, frameworks and theories in a professional context in order to identify a business opportunity and create a relevant innovative solution for it
  • Embed scientific and technological processes as well as external factors to formulate a business issue into a well-defined problem and propose a solution
  • Adopt a scientific approach to data collection, research and analysis and communicate results with clear, structured and sophisticated arguments
  • Display critical thinking and develop autonomous learning strategies and techniques
  • Apply quantitative and qualitative techniques to support data analysis using standard office and statistical software
  • Demonstrate work ethics to foster a socially responsible behaviour in the workplace

Autres renseignements

Contacts

In order of preference : 1) Université Virtuelle/ Moodle (http://uv.ulb.ac.be) will be the main communication channel of the course (slides of the lessons, news, etc.). 2) Professors and assistants are available for questions during the lessons (at the break or at the end). 3) This is why sending emails to the teacher or his assistant should stay exceptional : Philippe Mauchard (philippe.mauchard@alumni.insead.edu), Sandra Rothenberger (sandra.rothenberger@ulb.ac.be), Erika Bourguet (erika.bourguet@gmail.com) and Carmela Milano (carmela.milano@ulb.ac.be)

Campus

Solbosch

Evaluation

Méthode(s) d'évaluation

  • Autre

Autre

Combination of field work report & presentation (60%) and written exam (40%)

Langue(s) d'évaluation

  • anglais

Programmes