This course focuses on the techniques and methodologies used to gather, analyze, and interpret data to inform marketing decisions. This course covers topics such as research design, data collection methods (surveys, interviews, observations), data analysis techniques, and the use of statistical tools. Students will learn how to conduct both qualitative and quantitative research to understand consumer behavior, assess market trends, and evaluate the effectiveness of marketing strategies. Through case studies, hands-on projects, and the use of analytics software, students will gain practical experience in conducting marketing research and making data-driven marketing decisions.
Upon successful completion of this course, students will be able to:
These outcomes are designed to prepare students for roles in marketing research and analytics, equipping them with the tools and techniques needed to make data-driven decisions that enhance marketing strategies and business performance.