Research for Customer Insights

Catalog description

At the core of successful marketing is a deep understanding of the customer's perspective, one that is informed not only by intuition, but also by data. What are his or her pain points? How will he or she respond to my latest invention? This course provides students with the tools needed to conduct essential marketing research that can inform data-driven decision-making and strategy. These tools include imagery-guided interviews, surveys, focus groups, experiments, and applied statistical analyses (e.g. cross-tabulations, t-tests, regressions). This course also introduces fundamental methods that are critical for segmentation, identifying the right target market, brand positioning, and pricing various products and services. This course explores topics through a combination of business case studies and hands-on experience with an actual, "live" marketing research project. Prerequisite: Intro to Marketing ( MKTG-SHU 1 ) Fulfillment: BUSM Marketing Elective; BUSF Non-Finance Elective; Business Marketing track; IMB Business elective.