About the Professor

Sylvie HERTRICH, is Professor of Marketing at EM Strasbourg Business School, Strasbourg University, France. She earned a Master’s degree of International Management and a PhD in Management from the University of Paris Panthéon-Assas. Sylvie Hertrich created and developed the Master 2 in Marketing and Event Management at EM Strasbourg Business School.
Prior to her appointment at EM Strasbourg, she was for seven years CEO of M.K.I GmbH, a marketing agency in Frankfurt, Germany. She served clients like Accor Group, Air France, Alfa Romeo, Audi, BMW, Bouygues, CFCE, Citroen, French Tourism, Hermès, Peugeot, Saab, Volvo…
She is a co-author of books, book chapters and over fifty business cases like Adidas, Audi, Club Med, Danone, Disneyland Paris, Hilton, Lustucru, McDonald’s, Peugeot, W hotels… 

Member of HuManiS Research Center (University of Strasbourg), her research activities mainly focus on Tourism Marketing, Luxury Marketing, and International Marketing. 

COURSE DESCRIPTION

The Marketing Research is the systematic collection, analysis, and interpretation of data pertaining to the marketing conditions. The basic reason for carrying out the marketing research is to find out the change in the consumer behavior due to the change in the elements of the marketing mix (product, price, place, promotion).
The foremost decision that every firm must undertake is to find out the problem for which the research is to be conducted. In order to define the problem appropriately, each firm must have a clear answer to the following questions: What is to be researched (content and the scope)? Why the research is to be done (decisions that are to be made)?
There are different types of marketing research classified on the basis of the research objective for which the study is to be carried out and the sources of data used to gather the information. The widely used classification of marketing research is based on the functional objectives of the research.
The theoretical course will allow the student to produce marketing research that matches his/her DBA.
The main topics to be discussed cover:
Marketing Research Process
Types of Marketing Research
Quantitative Marketing Research
Qualitative Market Research
Marketing Information System
Data Collection