3 ECTS credits
75 u studietijd

Aanbieding 1 met studiegidsnummer 3021574DNW voor werkstudenten in het 1e semester met een inleidend master niveau.

Semester
1e semester
Inschrijving onder examencontract
Niet mogelijk
Beoordelingsvoet
Beoordeling (0 tot 20)
2e zittijd mogelijk
Ja
Onderwijstaal
Engels
Faculteit
Faculteit Sociale Wetensch & SolvayBusinessSchool
Verantwoordelijke vakgroep
Business
Onderwijsteam
Saar Bossuyt (titularis)
Onderdelen en contacturen
10 contacturen Hoorcollege
8 contacturen Werkvormen en Praktische Oef.
57 contacturen Zelfwerk en -studie
Inhoud

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.

Studiemateriaal
Digitaal cursusmateriaal (Vereist) : Slides and additional course material as made available, Canvas
Handboek (Aanbevolen) : Research Methods for Business, A skill-building approach, Sekaran, U. & Bougie, R., 8de, Wiley, 9781119663706, 2020
Handboek (Aanbevolen) : Marketing, An Introduction, Kotler & Armstrong, 14de, Pearson Education, 9781292294865, 2019
Bijkomende 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.

Leerresultaten

General competences

After this course, the student should be able to:

  • Understand the role and usefulness of marketing and market research in business practice and the relationship between the two domains - marketing and market research;
  • Understand and apply concepts, models, and jargon regarding the integrated marketing mix to analyze and solve concrete marketing questions and problems;
  • Analyze the integrated marketing mix in the business reality in a scientifically based manner to identify the good and bad marketing elements;
  • To define the marketing mix for a brand/company based on a given marketing strategy;
  • Analyze an applied market research problem and translate it into an appropriate scientific market research design;
  • Translate a market research design from a general outline into concrete implementation recommendations;
  • To process data from a market research project in a scientifically reliable manner (with or without SPSS software package), both on a descriptive level and for the analytical testing of hypotheses;
  • Interpreting outputs from market research analyses (whether or not derived from software package SPSS) by making the necessary connections between the various research results;
  • Solving the research problem by formulating policy advice based on interpreted market research results.

Beoordelingsinformatie

De beoordeling bestaat uit volgende opdrachtcategorieën:
Examen Schriftelijk bepaalt 100% van het eindcijfer

Binnen de categorie Examen Schriftelijk dient men volgende opdrachten af te werken:

  • Written Exam met een wegingsfactor 100 en aldus 100% van het totale eindcijfer.

    Toelichting: Open book exam

Aanvullende info mbt evaluatie

Not applicable.

Toegestane onvoldoende
Kijk in het aanvullend OER van je faculteit na of een toegestane onvoldoende mogelijk is voor dit opleidingsonderdeel.

Academische context

Deze aanbieding maakt deel uit van de volgende studieplannen:
Master of Biomedical Research: Standaard traject (enkel aangeboden in het Engels)
Voorbereidingsprogramma Master of Science in Management: Academische Master (enkel aangeboden in het Engels)
Voorbereidingsprogramma Master of Science in Management: Academische Bachelor (enkel aangeboden in het Engels)