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Marketing Research

  • Teacher(s): S.Czellar
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Spring Semester 2018-2019, 4.0h. course (weekly average)
  •  séances
  • Related programme: Bachelor of Science (BSc) in Management

 

Objectives

This course adopts an applied perspective to marketing information, with an emphasis on decisions marketers face on an everyday basis. The course aims at fostering marketing decision making on the basis of many concrete research applications, problems, cases and a team project.

For pedagogical purposes related to the coaching and monitoring of the team field projects, this class is limited to maximum 50 students. If you would like to take this course, please send your CV and the list of all the marketing classes you have taken so far to:

sandor.czellar@unil.ch

Firm deadline for applications: Friday February 15 2019

Contents

Upon completing this course, you should be able to:

- define marketing decision problems and related research problems;

- identify the appropriate research design and necessary data;

- choose a relevant data collection method and sample;

- define methods to analyze the data;

- interpret results from the perspective of the research problems;

- provide strategic recommendations for the marketing decision problems.

The course sessions are organized in a team workshop format. You will be evaluated on the basis of your team’s work for and during the sessions (40% of the grade), a team research project focusing on a field study in sustainable marketing (40% of the grade), and an individual assessment (20% of the grade). Different aspects of your team project will be discussed on a continuous basis in the workshop and you will present your final research report at the last session of the course. During the term, you will also have the opportunity to participate in various studies in consumer research.

References

Compulsory course textbook including all readings, applications, cases and problems discussed in class:

Churchill, Gilbert A. and Dawn Iacobucci (2015). Marketing Research, Methodological Foundations, 11th Edition. CreateSpace Independent Publishing Platform.

Additional articles and materials will be posted on the Moodle platform.

Pre-requisites

Principles of Marketing

Evaluation

First attempt

Exam:
Without exam (cf. terms)  
Evaluation:

You will be evaluated on the basis of your team's work for and during the sessions (40% of the grade), a team case project (40% of the grade) and an individual assessment (20 % of the grade). Different aspects of your team project will be discussed on a continuous basis and you will present the final projects at the last session.

Retake

Exam:
Without exam (cf. terms)  
Evaluation:

Students will have to redo an individual work; team grades will remain.



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