Data Driven Marketing


PGE 3A - Operational and Strategic Marketing (SOMKT)
Marketing research
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.

Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will demonstrate written and oral competency in two foreign languages.
Students will analyze business organizations and problems in a multicultural and international environment


Since decision should be rational and based on accurate data, the broad objective of the course is to provide a fundamental understanding of marketing methods employed by well-managed firms to collect data and make decisions that are based on such data. The course is aimed at the (future) manager who is the ultimate user of research and thus is responsible for determining the scope and direction of research conducted. The emphasis will be on the interpretation and use of results rather than on the mathematical derivations. The course focuses on helping managers minimize the risk associated with a decision, recognize the role of systematic information gathering and analysis in making marketing decisions.

Teaching methods


- Lectures

In group

- Oral presentations
- Projects


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Identify main statistical approaches
  • - (level 4) Analyze quantitative data
  • - (level 6) Justify methodological choices
  • - (level 6) Interpret statistical results

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


1 Techniques of data collection 1.1 Introduction 1.2. Design research (Exploratory, descriptive & causal research) 1.3. Designing the questionnaire 1.4. Measurement and scaling 1.5. Developing the sampling plan 2 Univariate data analysis 2.1 Summarizing your data: Gaining an overview of the data 2.2. Exploring, Displaying, and Examining Data 3 Bivariate data analysis 3.1. Testing marketing variables: Hypothesis testing 3.2. Comparing means (t test) 3.3. Comparing several means (Anova) 3.4. Identify association between two categorical variables (Chi²) 3.5. Identify relationship between two measures (Correlation) 4 Multivariate data analysis 4.1 Simple and Multiple regressions 4.2 2-way ANOVA 4.3 ANCOVA

No prerequisite has been provided

Knowledge in / Key concepts to master

Statistic basics Marketing

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Photocopies
- Case studies/texts
- Worksheets

Moodle platform

- Upload of class documents


- Other :

Additional electronic platforms

- Other :

Recommended reading

Malhotra, N. K. (2011). Basic marketing research. Pearson Higher Ed. Field, A. (2013). Discovering statistics using IBM SPSS statistics. Sage.

Huaman-Ramirez, R., & Merunka, D. (2017). When is consumer desire driven by difficulty of recall? The effects of the type of information and time pressure. Journal of Marketing Theory and Practice, 25(4), 375-395. Huaman-Ramirez, R. and Merunka, D. (2019), "Brand experience effects on brand attachment: the role of brand trust, age, and income", European Business Review, Vol. 31 No. 5, pp. 610-645. Huaman-Ramirez, R., Albert, N. and Merunka, D. (2019), "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism", European Business Review, Vol. 31 No. 6, pp. 926-946.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : Toutes les séances
Written (10 Min.) / Individual / English / Weight : 20 %
This evaluation is used to measure LO1.2, LO1.3, LO4.1
Intermediate assessment / continuous assessment 2Last class
Oral (30 Min.) / Group / English / Weight : 30 %
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.1, LO4.2
Final evaluationExam week
Written (180 Min.) / Individual / English / Weight : 50 %
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.2, LO2.3, LO4.2
No assessment methods have been attributed to this course yet.