Research and Analytics

Catalog description

This course examines the methods, tools, and technologies organizations use to collect, analyze, and apply marketing data to support strategic decision-making and organizational growth. Topics include qualitative and quantitative research methods, consumer and market analysis, campaign performance measurement, and the interpretation of marketing metrics across traditional and digital environments. Students apply research findings, analytical tools, and AI-supported technologies to evaluate customer behavior, target markets, and marketing effectiveness while developing ethically grounded, data-informed recommendations aligned with organizational goals. Prerequisite: MKT 400 with a “C” or better.