Marketing Information and Research

Catalog description

This course provides an introduction to the multiple sources of data and information used in making strategic and tactical marketing decisions. The course is designed to introduce the student to the strengths and limitations of a variety of marketing techniques and to the thought processes involved in selecting appropriate marketing techniques. Particular emphasis will be given to problem definition, design of marketing research studies, data collection techniques, data analysis and interpretation. A comprehensive team case toward the end of the course will tie together the concepts presented and provide an opportunity for oral and written presentation. Fee Information: Lab fee may be required. Prerequisite: ENGL 17000 ; MRKT 35010 with a C or better.