OUR ACADEMIC DEPARTEMENTS |
Lesson details
MARKETING TO THE NEW CONSUMER : ONLINE WAYS TO CONNECT WITH & UNDERSTAND CONSUMERS | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-EI65UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1 | EnEnglish |
Academic responsibility | T.DE RUYCK |
---|---|
Lecturer(s) | Tom DE RUYCK |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Basic knowledge of marketing and marketing research are a plus!
Learning outcomes
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.
Course description
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
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 16,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 32,00 |
Teaching methods
- Case study
- Interactive class
Assessment
The students have to write a paper. There own reflections about the course.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Others | |||
Individual Project | 0,00 | 1 | 100,00 |
TOTAL | 100,00 |
* This information is non-binding and can be subject to change