| Course ID: | MARK 7220. 3 hours. |
| Course Title: | Applications of Marketing Research Techniques I |
Course
Description: | The application of marketing techniques focuses on the understanding of advertising and promotion research measures and techniques as well as the development, deployment, and analysis of research. |
| Oasis Title: | Appl Mktg Rsch Tech I |
| Prerequisite: | Permission of department |
Semester Course
Offered: | Offered fall semester every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, students should be able to:
1) Define and explain the role of marketing research in a
corporation.
2) Describe and explain various marketing research techniques,
their relative strengths and weaknesses, and discuss what
approaches are appropriate in particular situations. The
techniques include business problem identification,
advertising research, promotional analysis, survey and
experimental design, deployment of research, and data
analysis.
3) Explain how marketing research results are integrated into
the marketing decision-making process.
4) Discuss various types of syndicated data services and
understand the value to marketers of the information these
services provide. |
| Topical Outline: | Identification of business problems and opportunities
Audience and market indices
Syndicated data services
Advertising research
Promotional analysis
Experimental and survey design
Data collection and analysis
A/B tests |
| Honor Code Reference: | UGA Student Honor Code: "I will be academically honest in all of
my academic work and will not tolerate academic dishonesty of
others." A Culture of Honesty, the University's policy and
procedures for handling cases of suspected dishonesty, can be
found at www.uga.edu/ovpi. Every course syllabus should include
the instructor's expectations related to academic integrity. |