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Marketing Research

  • Teacher(s):   S.Czellar  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Spring Semester 2021-2022, 4.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Bachelor (BSc) in Economic Sciences

    Bachelor of Science (BSc) in Management
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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 an actual team field project on a sustainability-related topic.

For pedagogical purposes related to the coaching and monitoring of the team field projects, this class is limited to a maximum of 50 students. If you are interested to take this course, please send a short email outlining your motivations to take this class together with the list of all the marketing courses you have taken so far to:

Students will be accepted on a first-come-first-served basis. Firm deadline for applications: Friday February 25 2022.


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 (50% of the grade), and a team research project focusing on a field study in sustainable marketing (50% of the grade). Different aspects of your team project will be discussed on a continuous basis during the term and you will present your final research report at the last session of the course. During the term, you may also have the opportunity to participate in various studies in consumer research.


Compulsory course textbook:

Iacobucci, Dawn and Churchill, Gilbert A. (2018). Marketing Research, Methodological Foundations, 12th Edition. CreateSpace Independent Publishing Platform (Amazon).

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


Principles of Marketing


First attempt

Without exam (cf. terms)  

You will be evaluated on the basis of weakly team assignments and presentations (50% of the grade) and a team project (50% of the grade).


Without exam (cf. terms)  

Students will have to redo all assignments and the project.

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