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Marketing Science

  • Enseignant(s):   E.de Bellis  
  • Titre en français: Science en marketing
  • Cours donné en: anglais
  • Crédits ECTS: 6 crédits
  • Horaire: Semestre d'automne 2020-2021, 2.0h. de cours + 2.0h. d'exercices (moyenne hebdomadaire)
  •  séances
  • site web du cours site web du cours
  • Formations concernées:
    Maîtrise universitaire ès Sciences en management, Orientation comportement, économie et évolution

    Maîtrise universitaire ès Sciences en management, Orientation stratégie, organisation et leadership

    Maîtrise universitaire ès Sciences en management, Orientation marketing

    Maîtrise universitaire ès Sciences en management, Orientation business analytics

 

Objectifs

The objective of the Marketing Science course is to familiarize students with the research process and the current research methods in marketing. The course provides an overview of the various quantitative and qualitative research methods that are used in marketing and highlights under which circumstances which methods are most effective. Next to relevant success factors, the problems and pitfalls of the marketing research process are discussed. The course is structured according to the typical research process and refers to examples from different industries. The presentation and discussion of original research helps students to gain an in-depth understanding of current concepts in marketing and consumer behavior. By providing the skill set to conduct empirical studies on their own, the course also prepares students for a master thesis in marketing and beyond.

Students should learn the following skills:

  • formulate a marketing-relevant research question,
  • conduct a systematic literature analysis,
  • integrate and test marketing concepts and theories,
  • draw samples and collect empirical data,
  • select quantitative and qualitative research methods,
  • carry out appropriate data analysis, and
  • write a scientific marketing paper.

The Marketing Science course complements the Strategic Marketing course by Prof. Christen, with the former being more academic and the latter being more business oriented.

Contenus

The following gives an overview of the individual sessions. Please note that this is a preliminary version that is subject to change.

Overview of sessions:

  • Sessions 1 and 2 (September 16 and 18): Introduction to marketing science
  • Sessions 3 and 4 (September 23 and 25): Marketing issues & research process
  • Sessions 5 and 6 (September 30 and October 2): Research questions & hypotheses
  • Sessions 7 and 8 (October 7 and 9): Data, samples & new technologies
  • Sessions 9 and 10 (October 14 and 16): Qualitative data collection & ethnography
  • Sessions 11 and 12 (October 21 and 23): Quantitative data collection & experiments
  • Sessions 13 and 14 (October 28 and 30): Managerial implications & writing process
  • Open book exam (November 4)

The course is taught on Wednesday and Friday mornings in the first half of the semester. It is structured as follows:

  • Sessions on Wednesday (odd numbers) are used to provide students with the relevant basic concepts, which are provided by four short videos per week. The videos should be watched at any time before 10:00 on Wednesday. The subsequent online lecture (10:00 to 11:45) is then used to apply the content from the videos and to connect it to real practice. This will be supported by a series of online quizzes, which are released after the lecture and are ideally completed by students within a week’s time.
  • Sessions on Friday (even numbers) are split into two sections (08:30 to 10:00 and 10:15 to 11:45) to keep them more interactive. Students will be assigned to a section by their last name. In every section, there will be 2-3 student presentations of original research (i.e., published papers in marketing and related disciplines). Also, the sessions on Friday provide an opportunity to discuss the concepts learnt on Wednesday and to ask questions.

Due to the current uncertainty due to the pandemic, the course will be taught fully online via Zoom. Access details to Zoom will be posted on Moodle.

Moodle will be the communication channel for this course: Kindly make sure you register on Moodle before the course starts.

Références

Individual readings will be provided on Moodle.

Pré-requis

A basic understanding of both marketing and empirical research methods.

Evaluation

1ère tentative

Examen:
Ecrit 1h30 heures
Documentation:
Autorisée
Calculatrice:
Autorisée
Evaluation:

The evaluation is based on three components:

  • 60% open-book exam (individual)
  • 30% student presentations (group)
  • 10% critique of student presentations (group)

Rattrapage

Examen:
Ecrit 1h30 heures
Documentation:
Autorisée
Calculatrice:
Autorisée
Evaluation:

Retake exam: An insufficient individual component will be replaced by a written exam, comparable to the initial exam. An insufficient group component will be replaced by an oral exam.



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