Marketing Research: A Focus On Qualitative Research

Learn how to conduct qualitative research in an agile environment. The purpose is to present methods and processes to enable innovation, quick and sound decisions in a VUCA world, for entrepreneurs and intrapreneurs.

Course leader

Isabelle Palud, Lecturer in Marketing at Tertiary School in Business and Administration (TSiBA) in South Africa.

Target group

Upper-undergraduate & Graduate students
Young professionals welcome.

Course aim

Tackled concepts:
• Context: importance of agility, the lean movement, pivot or iterate your Business Model
• Different objectives for conducting marketing research: segmenting, positioning, drivers of consumer behaviour (building personas and journey maps based on data to facilitate strategic decisions))
• Process of qualitative research for in-depth interviews and focus groups.

Credits info

4 EC
4 ECTS / 2 US credits

Fee info

EUR 600: Tuition fee: 700€ for free movers. 100€ discount on tuition fee if you complete your application before March 15, 2024.
No tuition fees for students nominated by a partner university.
For more information: summer@audencia.com
EUR 100: Admin fees: 100€ for all students (non refundable)

Scholarships

N/A