| Bitte beachten |
Die Veranstaltung wird auf Englisch abgehalten. Schriftliche Beiträge / Arbeiten können auch auf Deutsch oder Französisch eingereicht werden. Weitere Informationen zu dieser Veranstaltung werden auf der Lernplattform Moodle publiziert bzw. per Mail via Moodle verschickt. Moodle-Link siehe unten unter E-Learning.
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| Dozent/in |
Dr. Stefan Oglesby, MBA IMD |
| Veranstaltungsart |
Masterseminar |
| Code |
HS201332 |
| Semester |
Herbstsemester 2020 |
| Durchführender Fachbereich |
Soziologie |
| Studienstufe |
Master |
| Termin/e |
wöchentlich (Do), ab 17.09.2020, 10:15 - 12:00 Uhr, Online |
| Umfang |
2 Semesterwochenstunden |
| Inhalt |
Consumer Insight can help organizations and companies to drive innovation, understand how to meet the actual needs of their customers and develop successful products and services. Consumer research nowadays analyzes, models and interprets multiple streams of data. «Classic” data collection by surveys is still important – as one of many sources of information.
The seminar provides an introduction to the most relevant methods and topics of consumer research, following a rough framework of a “SMART Data Model”, starting from the strategic business question, identifying the most appropriate method and source of data collection, applying analytics, preparing inspiring reports and resulting in business transforming answers. Besides theoretical frameworks and relevant concepts, a strong focus is put on today’s practice of marketing research and consumer insight.
The seminar covers key topics of consumer research, such as developments in conceptualizing consumer behaviour and theoretical aspects of irrational drivers, emotional consumer responses and rational models. In addition, some of the most often used approaches and topics of consumer research will be elaborated on with case studies.
• “SMART Data Model” and relevant sources of consumer insight.
• Theoretical frameworks of consumer behaviour and attitudes.
• Selected survey approaches and methods of collecting or mining digital data / “Big Data”, using the web, social media and IoT (Internet of Things).
• Neuromarketing and market models based on Discrete Choice Experiments.
• Paradigmatic research concepts and topics, such as customer satisfaction surveys, advertising testing, pricing research, media measurement, consumer typology and segmentation, brand equity research.
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| E-Learning |
Die erste Session findet am 24.9.2020, 10:15 Uhr auf Zoom statt.
Der Zoom – Link für diese Veranstaltung ist:
https://unilu.zoom.us/j/5421038705?pwd=wgo4ejdzaytzndvdbctyulkzc0rnqt09 Der Moodle-Link für diese Veranstaltung ist:
https://moodle.unil.ch/course/view.php?id=15041
code: rlcbde2020
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| Voraussetzungen |
Bachelor degree or equivalent |
| Sprache |
Englisch |
| Leistungsnachweis |
Regular attendance at the seminar sessions is expected.
Further, active participation in form of a presentation or a brief paper is expected, |
| Abschlussform / Credits |
Aktive Teilnahme (presentation/paper) / 4 Credits
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| Hinweise |
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| Kontakt |
stefan.oglesby@gmail.com |
| Material |
Selected literature and teaching documents will be available on moodle. |
| Literatur |
Schiffman, Leon G., Wisenblit, Joseph: Consumer Behaviour, 11th global edition, 2015
Kotler, Philip R./ Keller, Kevin L. Marketing Management,15th edition, 2015, pp. 165-198 |