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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
T.DE RUYCK
Stakeholder(s)
Tom DE RUYCK
Présentation
Prerequisite
Basic knowledge of marketing and marketing research are a plus!
Goal
At the end of the course, the student should be able to:
- explain what the concept 'new consumer' is about;
- understand the importance of online & social media market research techniques;
- define the different research methods;
- explain the pro's & con's of each research method;
- use the research techniques in a good way;
- define the critical successfactors of a given methodology;
- combine different research methods into a research design;
- manage parts of a company's research program.
- explain what the concept 'new consumer' is about;
- understand the importance of online & social media market research techniques;
- define the different research methods;
- explain the pro's & con's of each research method;
- use the research techniques in a good way;
- define the critical successfactors of a given methodology;
- combine different research methods into a research design;
- manage parts of a company's research program.
Presentation
1: Meet the contemporary consumer:
- Understanding modern consumer behavior;
- Trends in marketing sciences;
- Towards Connected Marketing & Conversation Management.
2: Introduction to (online) market research:
- Basics of market research;
- The world of online market research;
o Representative?
o Valid?
- Towards Research 2.0 and Connected Research:
o Introduction;
o Brainstorm.
- Cases.
3: Online qualitative research:
- Discussion Groups;
- In-depth Interviews;
- Research Communities;
- Cases.
4: Online observational research:
- Ethnography;
- Netnograhpy.
5: Co-creation with research participants:
- Concept;
- Methods.
6: Research designs: towards Fusion Research:
- Concept;
- Exercise;
- Cases
- Understanding modern consumer behavior;
- Trends in marketing sciences;
- Towards Connected Marketing & Conversation Management.
2: Introduction to (online) market research:
- Basics of market research;
- The world of online market research;
o Representative?
o Valid?
- Towards Research 2.0 and Connected Research:
o Introduction;
o Brainstorm.
- Cases.
3: Online qualitative research:
- Discussion Groups;
- In-depth Interviews;
- Research Communities;
- Cases.
4: Online observational research:
- Ethnography;
- Netnograhpy.
5: Co-creation with research participants:
- Concept;
- Methods.
6: Research designs: towards Fusion Research:
- Concept;
- Exercise;
- Cases
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 16,00 | ||
| Overall student workload | 32,00 | ||
Evaluation
The students have to write a paper. There own reflections about the course.