Full-Time Online MSMRA Program (12 months)

3 Credits

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.

3 Credits

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

2 Credits

Application of behavioral science research in developing deep understanding of customers that can be used in developing marketing strategies, including segmentation, positioning, branding, advertising, customer satisfaction and loyalty.

3 Credits

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

1 CREDIT

Professional Seminar course created as an introduction to the marketing research industry. The broad use of guest lecturers helps develop a perspective of industry structure, areas of practice, professional standards and available resources. The course objective is to establish a common initial understanding of, ‘this is what it means to be a new member of the global research community’. In partnership with ESOMAR.

2 CreditS

Introduction to data visualization and the art and science behind creating visually impactful PowerPoint slides. Includes a strong focus on visual design principals to simplify complex data sets into easily consumable information.

3 Credits

Builds upon MKT 806 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.

2 Credits

Developed to supplement the teaching of core marketing research disciplines with on-the-job perspectives from leading industry guest-lecturers through a series of on-campus seminars. Presentations are designed to give students a solid understanding of the leadership issues currently facing the research industry, and the nuances of conducting research in major industry practices and sectors.

1 CREDIT

Options: Social Listening, Business Development, Statistical Methods with R, Conjoint Analysis, and Advertising Research.

1 Credit

Practical application of skills in a structured 3–4-month on-site agency or client work experience.

3 CreditS

Builds upon the foundational disciplines of MKT 867 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.

1 Credit

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.

2 CreditS

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 all aspects of the marketing research process.

3 Credits

Builds upon the foundational disciplines of MKT 806 & MKT 819 by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming the approach to data management, analysis, interpretation and visualization.

1 Credit

Introduction to Online Research Communities and their most impactful use cases in the research and insights space. Using live hands-on projects, this focuses on the evolution from merely a faster, cheaper sample solution to a strategic platform for managing continuous conversation with hard-to-reach audiences.

2 CreditS

Explores globalization from the perspective of implications for marketing research design and execution. Emphasizing a focus on application when understanding regional differences in the areas of problem definition, research design. qualitative vs. quantitative approaches, and storytelling.

1 Credit

Outlines how companies apply the disciplines of marketing research to information collected via social media. Focuses on how social listening fits into an organizational structure, and how to properly respond to social media discussions. Uses Infegy Atlas to develop social listening queues for analyzing how customers are talking about specific companies and their products or services.

1 Credit

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.

1 Credit

Builds upon MKT 806 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.

1 Credit

Builds upon MKT 806 and MKT 819 by delivering an in-depth understanding of the Conjoint analytic technique. Focuses on questionnaire design, tool selection and interpretation of results. Also introduces the MaxDiff analytic technique.

1 Credit

Students will learn to articulate the role of advertising in influencing consumer behavior and driving brand growth, leverage consumer insights and analytics to make better advertising decisions, Interpret core research principles to different advertising medias (Video, Social, OLM, Print, etc), assess strengths and limits of different methodologies within the advertisement development process, apply creative instincts based on best practices to evaluate advertising without primary market research, and summarize how advanced research techniques are used to create and measure advertising.