THE UNIVERSITY OF SAVOIE

PART-MODULE PRINCIPLES OF MARKETING RESEARCH

Statistics applied to market research:

•  International marketing research methodology: questionnaire design, sampling techniques, different modes of data collection.
• Descriptive, bivariate and multivariate statistics. Textual data analysis.
• Reporting techniques.
• Workshops on survey software Sphinx.
• Company real project.

Prof. Stéphane Ganassali

PART- MODULE INTENSIVE STUDY PROGRAMME

Markstrat Intensive Programme
The intensive programme Markstrat is a marketing simulation (see  http://web.stratxsimulations.com/simulation/strategic-marketing-simulation) in which the students will learn how to use marketing studies information for making their marketing decisions, within a competitive environment.

  SECTION SCM

• Supply chain management rationale and impact on the firm’s performance.
• Demand forecasting.
• Inventory control.
• Distribution management.
• Transportation and warehouse management.
• Distribution network design.
• International aspects of procurement, production and distribution.

Mr. Jorge Espinosa

SECTION PM 

• An example of career in Purchasing and SCM.
• The importance of the function, roles and interactions with adjacent functions, evolution, Purchasing vs SCM.
• Category Sourcing strategies and Supplier relationship management.
• Cost management and target setting with a case study/ role play.
• Balanced score cards, Purchasing and supplier performance management.
• Risk, uncertainty and resilience management in purchasing.

Mr. Phil Willson

Introduction

1st part-module:  International macroeconomic theory and policy

• Chapter 1: What is macroeconomics?
• Chapter 2: Macroeconomic accounts.
• Chapter 3: Labour markets and unemployment.
• Chapter 4: Money, prices and exchange rates in the log run.
• Chapter 5: Borrowing, lending and budget constraints.
• Chapter 6: Private sector demand: consumption and investment.
• Chapter 7: Money and monetary policy.
• Chapter 8: Macroeconomic equilibrium In the short run.
• Chapter 9: International capital flows and macroeconomic equilibrium.
• Chapter 10: Output, employment and inflation.
• Chapter 11: Aggregate demand and aggregate supply.

Prof. Aude Pommeret

• Factors influencing customer decision making: cultural, sociological, personal, psychological and situational aspects.
• Theoretical stages of the decision-making process: from the perception of needs to post purchase feelings.
• Consumption as a natural and ancestral human activity: why do we consume?
• Culture, lifestyles and consumption.
• Impact of socio demographics on consuming priorities and purchasing patterns.
• Sociological aspects in customer behaviour: the different persons involved in the decision process, group influence phenomena (including social classes) and opinion leadership.
• Psychological explorations of customer behaviour, e.g. perception, learning, motivation, involvement, attitude.
• Purchase environment and shopping behaviour.
• Basics of neuro-marketing analyses.
• Symbolic consumption and identity (self-image).
• Post-modern customers and brand consumption.
• Experiential consumption – consumer culture theory approaches to understanding consumption practices.

Prof. Stéphane Ganassali
Prof. Carmen R. Santos

Financial Markets 

• Characteristics of the main asset classes (cash, bonds, equities, commodities, alternative investments, currencies)
• Measure economic growth and detail the various tools used to predict future economic activity
• Analyse the impact of economic growth on the main asset classes
• Detail the various measures of inflation (headline, core, cost-push, demand pull)
• Analyse the impact the growth-inflation mix on the major asset classes
• Central bank policies – both conventional and unconventional – and their impact on financial markets

 Corporate Finance 

• Equity Valuation
• Combining top-down and bottom-up analysis for optimum investment management

Dr. Michel Girardin