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.
Athena Title
Appl Mktg Rsch Tech I
Prerequisite
Permission of department
Semester Course Offered
Offered fall
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
Syllabus