MRKT 2715 - Applied Marketing Research

Marketing, Management & Finance
This course introduces students to data-driven decision making and explores how qualitative and quantitative information is used to develop and evaluate marketing strategies. Students will learn marketing research terminologies and concepts with an emphasis on understanding the marketing research process within an organizational context. Students will be exposed to the categorical and practical differences between primary and secondary research and its managerial implications. Learning how to use library databases and archival sources of data will be covered. This course explores market and consumer research through applied projects focused on understanding the decisions underlying basic marketing activities such as segmentation, targeting, and positioning and the marketing mix. Time permitting, advanced topics such as big data, data mining, marketing intelligence, etc. will be discussed.
credit(s): 3
Prerequisite(s): MRKT 1550