Marketing Research and Analytics Curriculum

Description

Introduces a wide range of fundamental marketing concepts and explores their strategic business implications. Focuses on developing an understanding of how marketing research functions as an integral component within the broader context of marketing strategy.

Credits

Variable from 2 to 3

Registrar Description

Strategic and decision-making aspects of marketing functions. Analysis, coordination, execution of marketing programs. Development of strategies and tactics. Segmentation, marketing mix, market response modeling, and ethics in a global context.

Description

Introduces the fundamental disciplines of marketing research project execution. Includes research solution/process design, data collection methods, panel management, fieldwork, and project management. Incorporates hands-on experience with field management and project management tools.

Credits

Variable from 1 to 3

Registrar Description

Collection and analysis of marketing research data for marketing decision making. Focuses on marketing research methods for data collection and introductory data analysis.

Description

Builds upon MKT 816 by introducing advanced quantitative statistical methods for marketing research. Uses SPSS and includes techniques such as multiple regression, logistic regression, time series, and neural network modeling.

Credits

Variable from 1 to 3

Registrar Description

Analysis of marketing data from a variety of sources for decision making. Use of statistical software to analyze marketing data. Scanner data, data mining, and web site metrics and analytics.

Description

Overview of fundamental methods and techniques used to manage and analyze data in marketing research. In-depth introduction to data analysis and interpretation using SPSS.

Credits

Variable from 1 to 3

Registrar Description

Advanced quantitative methods for marketing research. Focuses on marketing research for understanding and predicting sales and related marketing variables. Includes multiple regression, logistic regression, time series, and neural network modeling. Emphasis on applications of these techniques using statistical analysis software.

Description

Introduction to marketing research communication and data visualization that will dive into the art and science behind creating visually impactful presentations. Uses PowerPoint and other tools to provide direction on presentation structure and design.

Credits

Variable from 1 to 4

Registrar Description

Introduction to data visualization and the art and science behind creating visually impactful presentations. Strong focus on visual design principals to simplify complex data sets into easily consumable information.

Description

Outlines how companies apply the disciplines of marketing research to information collected via social media and other unstructured data sources. Additionally develops a hands-on familiarity with with a range of approaches for analyzing and visualizing textual data.

Credits

Variable from 1 to 4

Registrar Description

Marketing research to information collected via social media. How social listening fits into an organizational structure, and how to properly respond to social media discussions. Development of familiarity of approaches for analyzing textual data. Selection of appropriate methods for a variety of research questions, and using both automated systems and analytic systems tools to analyze textual data.

Description

Introduces students to the art of consulting and relationship development as it applies to marketing research engagements. Focus is to prepare to become trusted consultants, whether participating on a team or in a leadership role.

Credits

Variable from 1 to 4

Registrar Description

Art of consulting and relationship development as it applies to marketing research engagements. Prepare to become trusted consultants, whether participating on a team or in a leadership role.

Description

Demonstrates the importance of storytelling within organizations and provides direction on creating credibility using background information and industry insight, creating the storyline, and creatively crafting a presentation.

Credits

Variable from 1 to 4

Registrar Description

Importance of storytelling within organizations and presentation structure including understanding the audience, creating credibility using background information and industry insight, creating the storyline, and creatively crafting the presentation.

Description

Explores globalization from the perspective of implications for marketing research design and execution. Emphasizing a focus on global market paradigms, cultural differences and regional differences in the areas of problem definition and research design.

Semester

Fall of every year, Spring of every year, Summer of every year

Registrar Description

International research from various elements of the marketing research process. Globalization, the research planning process (business problem and research objectives identification), research design. International qualitative/quantitative approaches, analysis, reporting/storytelling, and assessment of various global regions.

Description

In teams, partnership with a company in the design and execution of a research project. Focuses on practicing team-based skills in the management of a study end-to-end including the application of all aspects of the marketing research process.

Credits

Variable from 1 to 6

Registrar Description

Classroom and field experience on business consulting; defining scope of work, engagement management, and preparing deliverables.

Description

Individually, partnership with a company in the design and execution of a research project. Focuses on independently demonstrating the management of a study end-to-end including the application of all aspects of the marketing research process.

Credits

Variable from 1 to 6

Registrar Description

Classroom and field experience on business consulting; defining scope of work, engagement management, and preparing deliverables.

Description

A seminar series developed to supplement the teaching of core marketing research disciplines with perspectives from leading industry guest-lecturers. Structured as an ‘extended orientation’, the seminars focus on an overview of marketing research principles, an introduction to the industry, on-the-job perspectives, and market readiness (career planning and job search preparation).

Credits

Variable from 1 to 3

Registrar Description

Perspectives on new and emerging issues of business administration. Topics vary.

Description

Introduction to the fundamental disciplines of measurement, experimental design, survey design, and sampling. Balance between traditional theoretical approach and hands-on application with industry tools such as Qualtrics.

Credits

Variable from 1 to 3

Registrar Description

Experimental design, survey/questionnaire design, sampling, and data collection in marketing.

Description

Builds upon the foundational disciplines of MKT 867 and MKT 806 by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming research design, sampling and data collection processes, and the overall marketing research business landscape.

Credits

Variable from 1 to 3

Registrar Description

New and emerging research designs and methods. Innovative approaches and techniques that are transforming the marketing research business landscape.

Description

Application of behavioral science in understanding consumer behavior, consumer decision making process, information processing and motivation as it applies to marketing research design.

Credits

Variable from 1 to 4

Registrar Description

Concepts, theories, and principles from the various behavioral sciences to understand factors influencing the acquisition, consumption, and evaluation of customer experiences and relationships with experience providing organizations.

Description

Introduction to the principles of qualitative research, followed by the design and hands-on execution of projects in both traditional central-location and online formats. This course also explores the significant transformation of qualitative research occurring through the emergence of innovative techniques.

Credits

Variable from 1 to 4

Registrar Description

Qualitative research methods for understanding customer and employee needs, desires, and factors inhibiting an organization’s ability to deliver.

Description

Builds upon the foundational disciplines of MKT 816 & MKT 819 by introducing approaches representing ways in which innovative, and sometimes disruptive, techniques are transforming the approach to data management, analysis, interpretation and visualization.

Credits

Variable from 1 to 4

Registrar Description

Centralized analysis, integration and visualization of data for use in customer and employee experience decision making.

Description

Explores the understanding and application of business development principles within the context of complex business-to-business selling situations typically experienced in the field of marketing research. Heavy emphasis on best-practice interviews with industry sales professionals.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

Preparatory course designed to ensure all students have fundamental understanding of statistics prior to beginning core research courses. Topics covered include descriptive statistics, levels of measurement, difference of means tests, analysis of variance, regression and correlation, and non-parametric tests.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

Builds upon MKT 816 and MKT 819 by delivering an in-depth understanding of Conjoint analytic techniques. Focuses on questionnaire design, tool selection and interpretation of results. Uses Sawtooth Discover product for direct application.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

Builds upon MKT 816 and MKT 819 by introducing the fundamentals of programming in R. Specific topics include coding custom functions, simulating results, utilizing logical statements, writing loops, data manipulation, and basic statistical analysis.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

Follows the advertising process from inspiration through development, execution, and optimization through the lens of how marketing research is leveraged within each step. Leverages real-world examples to build advertising knowledge and intuition.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

An investigation of the predictable irrationality of consumer behavior via topics like social identity theory, tribalism, framing effects, cognitive biases, and the subjectivity of perception. Emphasis on implications for consumer behavior and ways that marketers can apply the quirks of human decision-making to improve effectiveness.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

An introduction to syndicated methods of collecting and reporting marketing research. Emphasis is placed on contrasting syndicated versus proprietary approaches. Focus is also placed on the operational and business model differences.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

Builds on the various qualitative and quantitative courses in the MSMR program by evaluating the methods and methodological traditions that have been established and formulated within the anthropological discipline, including both the cultural and biological subfields. Students will learn how to apply these techniques across various consumer groups, global markets, and industry sectors to gather a holistic assessment of human subjects and the various products, services, and solutions under study.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.

Description

An introduction to quantitative marketing research with Python through a hands-on approach, presuming only an introductory level of familiarity with formal statistics, and no prior Python programming experience. Weekly lessons and exercises allow students to use Python programming to address real-world problems in marketing research.

Credits

Variable from 1 to 6

Registrar Description

Special topics in marketing.