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Cet ouvrage propose de réaliser des activités portant sur des notions mathématiques étudiées pendant vos années de licence universitaire en sciences économiques et gestion. Certains éléments seront approfondis et également mobilisés dans des applications économiques pour comprendre la finalité d'un tel apprentissage scientifique. Il est scindé en deux parties. La première partie présente les outils mathématiques qui définissent les notions de base nécessaires à tout apprentissage de mathématiques dans l'enseignement supérieur.La seconde partie traite des fonctions de plusieurs variables et d'optimisation. Elle présente la résolution de ces problèmes complexes (ce qui ne veut pas dire difficile ! ). Les activités de ce livre sont découpées pour respecter trois grands piliers de l'apprentissage. L'application immédiate de chaque chapitre succédant aux rappels de cours permet l'engagement actif de l'apprenant car comprendre nécessite de le mobiliser.Les exercices mathématiques et les applications économiques de chaque chapitre procurent à l'apprenant un retour d'apprentissage qui donne lieu à la correction des erreurs de prédiction. Les problèmes mathématiques et économiques corrigés qui finissent chaque partie valident la consolidation des acquis pour que s'effectue l'étape d'automatisation de l'application d'une notion mathématique. Ce manuel s'adresse à tout apprenant souhaitant comprendre les mathématiques sans oublier que les mathématiques ne sont qu'un outil pour résoudre des problèmes scientifiques ou économiques.Il a été conçu pour les étudiants inscrits en Licence d'études de sciences économiques et de gestion ou en classes préparatoires filière Economique et Commerciale Générale (ECG)

Mathématiques économiques

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This study attempts to assess the ability of Belgian REITs to protect against inflation. The methodology used to assess this ability is based on the extension of Fisher’s hypothesis (1930) developed by Fama and Schwert (1977). A linear regression estimated by ordinary least squares as well as a vector error correction model are used to provide both short and long term answers. As far as the data is concerned, monthly returns of Belgian REITs from January 2000 to March 2024 compiled manually by the author are treated.

Sciences économiques & de gestion > Finance

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This thesis explores how gamification, defined as the use of game mechanisms in non-game contexts (Deterding, Dixon, Khaled & Nacke, 2011), can transform marketing and customer engagement in the luxury sector. At a time when digital marketing is essential, gamification is presented as a new way to captivate consumers, offering enriching experiences and enhancing brand loyalty (Mohanty and Christopher, 2023).

Luxury, characterized by its exclusivity and prestige, is distinguished by the quality, authenticity, and aesthetics of its products (Eloi, 2023). Historically reserved for the elite, the luxury market has expanded with the evolving expectations of consumers, especially Millennials and Generation Z, who seek eco-friendly and high-quality products (Néret, 2018). This work thus examines how digitalization has transformed the sector, creating new opportunities for luxury brands.

Gamification has already been successfully used in various sectors such as education and sports (Orji & Moffatt, 2018), but its application in luxury remains underexplored. Concrete examples are cited in the research, such as Chanel's virtual loyalty card, which offers challenges to customers to earn exclusive products. These strategies help improve brand image and create emotional connections with customers (Veg-Sala, Geerts, 2021).

To evaluate the impact of gamification, a quantitative study was conducted, analysing variables such as luxury image, purchase intention, and brand image according to age. The results show that gamification can indeed enhance brand image among young consumers, although its impact is less positive for older consumers. Moreover, the results do not allow conclusions to be drawn regarding consumers' purchase intention or the impact on luxury image.

This research concludes that although gamification presents significant opportunities for the luxury sector, it must be implemented strategically to avoid diluting the exclusive brand image. Recommendations include personalizing gamified experiences to meet the specific expectations of different consumer segments and harmoniously integrating game elements into the digital ecosystem of luxury brands.

Sciences économiques & de gestion > Marketing

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This thesis delves into the often-overlooked negative aspects of gamification, focusing on its potential effect on user mental wellbeing, especially users' self-esteem and stress levels. Despite its widespread use as an engagement fostering tool, gamification's impact on users' psychological states has raised concerns in recent years. The research objectives aim to comprehensively investigate how interacting with gamification mechanisms may lead to adverse effects on self-esteem and induce stress among users.

Through an extensive review of existing literature and empirical studies, this research aims to gain insights into the complex relationship between gamification and mental wellbeing. By identifying potential negative impact on consumers’ subjective wellbeing and the extent of the detrimental effects if any, as well as the moderating role that engagement level and personality traits might play between gamification and subjective wellbeing. The study intends to shed light on the darker consequences of gamification implementation in the context of fitness, especially if gamified fitness applications directly heighten consumers’ stress level and lower their self-esteem.

The primary focus is on exploring how gamification, which might contain leaderboards, points systems, and competition, may inadvertently trigger stressors and negatively affect users' self-esteem. Moreover, the investigation delves into the potential moderating role of the level of engagement and personality traits, following the Big Five personality traits model (McCrae & Costa, 1985) relying on five major personality traits (openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) that shape one’s personality.

Data collected through an online questionnaire compared the effects of gamified and non-gamified fitness experiences on participant stress and self-esteem. While our analysis revealed no significant direct influence of gamification on these outcomes, personality emerged as a crucial moderator in the gamification-self-esteem link. Specifically, individuals exhibiting high neuroticism demonstrated a decrease in self-esteem when interacting with the gamified fitness experience.

Ultimately, this thesis seeks to contribute to a more comprehensive understanding of the dual nature of gamification, helping designers and managers better understand the potential setbacks that the most popular forms of gamification implementations in mobile health and fitness and, therefore, allowing them to reach a balanced and ethical adoption of gamified experiences that safeguard users' mental wellbeing while harnessing the benefits of engagement and motivation.

Sciences économiques & de gestion > Marketing

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Ces dernières années, les médias ont considérablement évolué, en grande partie grâce aux avancées technologiques qui ont profondément influencé notre quotidien. Parmi ces évolutions, la télévision a subi des transformations majeures. Alors que la consommation de la télévision reste présente, elle ne se fait plus de la même manière qu'il y a quelques années. La télévision linéaire tend à disparaître au profit des plateformes de streaming, qui offrent la possibilité de regarder ce que l'on veut, où l'on veut et quand on le veut. Cette digitalisation de la télévision impacte directement les entreprises comme Mindshare, qui doivent se réinventer pour atteindre leur audience de manière efficace et répondre aux attentes des annonceurs.
Ce mémoire vise à comprendre comment les habitudes de consommation évoluent et comment les plateformes de streaming influencent la publicité télévisée. Dans ce paysage médiatique en constante mutation, cette recherche a pour but d'aider Mindshare à élaborer une stratégie publicitaire adaptée à une audience désormais fragmentée à travers diverses plateformes. Il est crucial pour des entreprises comme Mindshare de s'adapter pour rester compétitives et performantes.

Sciences économiques & de gestion > Marketing