Mestrado em Pesquisa Avançada em Marketing

The Master of “Advanced Research in Marketing” program proposes training in research techniques and methods, as well as in-depth theoretical knowledge in marketing. Exclusively centered on aspects of research methodology and the development of advanced scientific knowledge in marketing, it guarantees the acquisition of an excellent understanding of the research process and a high level of specialized knowledge in marketing. The doctoral program of Management Sciences of Grenoble IAE

(EDSG) provides an opportunity for students wishing to pursue a doctoral degree (Ph.D.) to continue their studies after the Master’s program.

Strengths

Training in high-level research exclusively centered on marketing

The "Advanced Research in Marketing” specialty assures excellent research training through various courses and seminars intended to provide the needed knowledge and know-how regarding general research methodology, and methods and techniques for qualitative and quantitative data collection and analysis. The writing of summaries, literature reviews, proposals for articles, and, above all, a research-based Master’s thesis enables students to become aware of all aspects of research work. The Master’s thesis is also an opportunity, especially for students wishing to pursue a Doctoral Degree, to test their skills, competencies, and motivation in the context of an autonomous research project conducted with the help of a thesis supervisor chosen by the student and on a topic also determined by the student in agreement with his/her supervisor.

This specialty also helps students acquire cutting-edge scientific knowledge in marketing, in particular via the study and analysis of articles published in the best international scientific journals. The program is designed to encourage students to enrich their understanding of marketing concepts and underlying theories in order to develop true expertise and a critical vision of the marketing field. This immersion in marketing is also an advantage for students who successfully complete the program and wish to pursue a career in marketing or consulting. It could also facilitate the preparation of a competitive exam for teaching in secondary education (CAPET or Agrégation du secondaire).

An active and stimulating “flipped teaching” environment to develop critical thinking and synthesis skills

The "Advanced Research in Marketing” specialty proposes a pedagogical approach that distinguishes itself clearly from traditional approaches generally used in higher education. An innovative “learning by doing” approach, in which the student achieves a high competence in marketing through practice and research activities, is used as part of a structured learning process. The teaching environment, based on outstanding research and the newest scientific advances, allows students to develop and use core research skills that are important in both the professional and academic world. Indeed, it is designed to enable the students to master concepts that will be discussed, analyzed, debated during class sessions. The students will confront these notions with their existing core knowledge, enrich them with their own work, and will learn to summarize them, particularly in the “Grand Oral” (final oral exam) perspective. Therefore, students are responsible for providing knowledge in each advanced course. The professor in charge of the course has only the role of facilitator, catalyst of ideas and, if necessary, refocuses on specific achievements. The intellectual requirement is demanding and challenging, and students are thus asked to be active through their readings, presentations of articles, presentations of literature, exchanges around the analysis of specific scientific work, etc.

Everything contributes to enhancing their personal capacity for analysis and reflection, their critical thinking, and their ability to summarize. These qualities are particularly sought-after by consulting firms in Marketing. They also foster success in competitive examinations of secondary education, as do the numerous presentations, as well as the “Grand Oral” (final oral exam) and the defense of the thesis, which are indeed excellent ways to get ready for the oral tests in those competitions. Furthermore, participation in an annual project of research based on different courses is jointly conducted with the students of the "Marketing Quanti" specialty. This leads students to develop their personal organization, reactivity, ability to work under strict time constraints, respect for deadlines, but also teamwork.

An experienced and high-quality faculty staff

All teachers involved in the “Advanced Research in Marketing” specialty are experienced teachers and researchers, who are used to leading research projects and scientific conferences in major international congresses, publishing in scientific journals, and supervising Ph.D. students. Their expertise and their know-how in these domains enable them to provide students with a fine understanding of what research in Marketing is and of the scientific knowledge which it engenders. Through their experience of doctoral student supervision, their regular participation in doctoral defenses and their ability to supervise research works (Habilitation à Diriger des Recherches or HDR), the professors of the program are particularly competent and successful in the supervision of students throughout their course of studies, and particularly for the writing of their Master’s thesis. The faculty members providing classes in the “Advanced Research in Marketing” specialty are all active members of the research center CERAG which benefits from the support of the CNRS (National Center for Scientific Research) and which figures among the leading research centers in Management in France. They are also greatly involved in activities of academic and scientific bodies, associations, and journals in their field of specialization.

Favored access to the Doctoral College in Management Sciences (EDSG) for a doctoral course

When students meet all the requirements (that is being awarded at least 12/20 in their Master’s thesis and securing supervision of their doctoral dissertation with a professor of the team), the “Advanced Research in Marketing” specialty allows them to have direct access to the Doctoral College in Management Sciences (EDSG No. 275) of Université Grenoble-Alpes. This doctoral (Ph.D.) program provides complementary training in research over the three years of the writing of a doctoral dissertation. The defense of the doctoral dissertation leads to the degree of Doctor in Management Sciences. The Doctoral College in Management Sciences (EDSG) includes a hundred doctoral students. It attributes grants to students on various criteria such as the excellence of the previous training program, the mobility of the student, or his/her scientific theme. These grants allow students to be paid during their three years at EDSG.

Enviable working and living facilities

• Modern, well-equipped, buildings especially in IT resources (hardware and diverse data analysis software), within Grenoble IAE.
• Access to bibliographic databases facilitating research work and the presence of a library specialized in the different domains of management sciences within Grenoble IAE.
• An exceptional on-campus student life, in a preserved natural environment, enabling the practice of a variety of sports, even at a world-class level.
• Many student clubs livening everyday student life.

As the Graduate School of Management at the Université Grenoble Alpes (UGA), Grenoble IAE's mission is to train and develop both specialized managers and dual-competence managers. To fulfill its mission, Grenoble IAE draws from hands-on practical expertise and world-class management researchers.

Grenoble IAE develops talent:

• At undergraduate (3rd year) and graduate (M1 & M2) levels;
• In full-time study programs, in work+study programs, and in executive education programs;
• In Marketing, Management, Finance, Information System Management, Innovation Management, and Technology.

Innovation and progress in management practices at the heart of Grenoble IAE's vision

Grenoble IAE's approach is based on continuous applied research, coupled with a relentless desire to network with the business world. The abundant energy of its researchers in management sciences, the strong partnerships it maintains with engineering schools, the practical initiatives it sponsors in support of entrepreneurship, and (let's not forget) the highly qualified graduates it produces year after year—all of these factors contribute to enhanced innovation for all players in the ecosystem. Whether from a financial perspective, or from the point of view of economics, societal well-being, and innovation, Grenoble IAE has already had a significant impact on its ecosystem by spreading international recognition. At the heart of a world-renowned ecosystem, IAE's vision is to be a leader in innovation and a standard-bearer of progress in management practices.

60 years of success

Located where scientific research intersects business innovation, Grenoble IAE holds a unique position within the network of business schools in France. From this privileged position, the school has built its reputation on its degree programs, including the Master in Management of Strategic Purchasing (DESMA), the Master of Quantitative Marketing (le Quanti), and the Master in Finance, Accounting, and Auditing (CCA).