3 ECTS credits
75 h study time

Offer 1 with catalog number 3021574DNW for working students in the 1st semester at a (D) Master - preliminary level.

Semester
1st semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Taught in
English
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Business
Educational team
Timothy Desmet (course titular)
Activities and contact hours
10 contact hours Lecture
8 contact hours Seminar, Exercises or Practicals
57 contact hours Independent or External Form of Study
Course Content

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.

Course material
Digital course material (Required) : Slides and additional course material as made available, Canvas
Handbook (Recommended) : Research Methods for Business, A skill-building approach, Sekaran, U. & Bougie, R., 8de, Wiley, 9781119663706, 2020
Handbook (Recommended) : Marketing, An Introduction, Kotler & Armstrong, 14de, Pearson Education, 9781292294865, 2019
Additional 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.

Learning Outcomes

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.

Grading

The final grade is composed based on the following categories:
Practical Exam determines 100% of the final mark.

Within the Practical Exam category, the following assignments need to be completed:

  • Assignments with a relative weight of 100 which comprises 100% of the final mark.

    Note: Group assignments and individual assignments

Additional info regarding evaluation

The evaluation consists of group assignments and individual assignments. Possibility to apply peer evaluations to differentiate the group score on the WPO to individual scores.

Participation to each of the group- and individual assignments is compulsory. No alternative replacement assignments will be foreseen in 1st session. Not obeying deadlines/agreements for the assignments results in a zero score for the respective assignment.

Attending guest lectures is compulsory in as far as the class schedule allows for it.

Bonus points can (voluntarily) be earned by actively participating in the lectures where bonus questions will be brought about on the one hand, and by participating to scientific market research studies by the department BUSI – ‘Marketing & Consumer Behavior’ on the other hand.

 

Allowed unsatisfactory mark
The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context

This offer is part of the following study plans:
Master of Biomedical Research: Standaard traject
Preparatory Programme Master of Science in Management: Academische Master
Preparatory Programme Master of Science in Management: Academische Bachelor