Course Description
The function of marketing research in organizations. Examination of the marketing research process.
Athena Title
MR Plan Mgmt and Comm
Prerequisite
Permission of department
Semester Course Offered
Offered every year.
Grading System
S/U (Satisfactory/Unsatisfactory)
Course Objectives
The objectives of this course (which is meant for graduate students of the MMR program) are for students to learn from practicing executives about the latest techniques and issues in the Market Research world. Both users of Market Research from Client Firms as well as providers of Market Research from Supplier Firms will participate in this seminar course. Presenters are chosen based on current happenings in the Market Research world as well as gaps in the curriculum. Students will write short essays based on some intriguing presentations. Student competencies will be evaluated by the instructor of the course (who coordinates the seminar series) by using students' in-class participation and essays.
Topical Outline
Emerging Areas in MR Techniques Practical Issues in MR Trends in MR Discipline MR Project Management Communication of Results Market Researcher as Trusted Advisor
Syllabus