BUKD-M 572 Applied Marketing Research
- 12 weeks
- 3.00 credits
- Prerequisite(s): Core 2
Previously offered as BUKD-C 572
Capturing and retaining market share rests squarely on your ability to understand customer behavior and to leverage that knowledge better than your competitors. Marketing research provides that important window into the marketplace. It allows you to understand the characteristics, needs, and behaviors of your current and prospective customers. It helps you to discover opportunities, design new products and services that create value for customers, develop packaging and advertising strategies to communicate this value, and create distribution, pricing, and promotion plans to deliver this value at the point of purchase. And it helps you predict how customers will respond, reducing the risk associated with business decisions.
The M572 course will help you provide a competitive edge for your company by developing your skills in applying marketing research and data analysis techniques. It covers a variety of qualitative and quantitative research tools, including secondary research and syndicated data sources, observational research, focus groups, survey research, concept testing, conjoint analysis, simulated test marketing, and field experiments. The course highlights agile research techniques, where feedback is collected continuously and quickly, allowing your company to test, iterate, and adapt concepts in response to a changing environment, facilitating innovation and growth. The course is taught using several custom marketing research cases and datasets supplemented by contemporary readings and video recordings. You will learn to use statistical analysis, text mining, and online surveying software (e.g., Excel, IBM SPSS, SAS, Qualtrics, Ascribe CX Inspector) while working on the cases and preparing a team report and three individual assignments.