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Business & Entrepreneurship

Marketing Research: A Focus On Qualitative Research

When:

30 June - 04 July 2025

School:

Audencia Business School

Institution:

Audencia Business School

City:

Nantes

Country:

France

Language:

English

Credits:

4.0 EC

Fee:

700 EUR

Early Bird deadline 15 March 2025
Marketing Research: A Focus On Qualitative Research
Top course
Marketing Research: A Focus On Qualitative Research

About

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.

This course follows a project-based learning: students will work in group on solving a business case. Students define a problem, ideate potential solutions, design and achieve qualitative research, going through the whole research process: setting objectives, designing the method, implementing the fieldwork, analysing the content. The final aim is to validate or pivot the solution.

Want to e-meet the course leader? Check this video: https://www.youtube.com/watch?v=QBjw-badms0&list=PLP50KxCec6byEPCzMl6tBCT0m1C1po4fn&index=10

Course leader

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

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

At the end of course, students will have a good understanding of the following 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.

Fee info

Fee

700 EUR, 100 EUR early bird discount if you register before March 15, 2025

Fee

100 EUR, Administrative fee

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.

Interested?

When:

30 June - 04 July 2025

School:

Audencia Business School

Institution:

Audencia Business School

Language:

English

Credits:

4.0 EC

Early Bird deadline 15 March 2025 Register for this course

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