CMKT 500 - Marketing Research

Course Description

This course examines the role of marketing research in making strategic marketing decisions through the application and use of the scientific method and traditional quantitative and qualitative marketing research tools. Students hone their quantitative skills by developing a deeper understanding of the importance of large datasets, Web analytics and secondary analysis, and the role of financial and other marketing metric data in evidence-based and ethical decision-making. Group project work develops communication and teamwork skills.

Requisites

Prerequisite: CMKT 300
Antirequisites: RMG 700 and HRT 741

Relevant Programs

Marketing Innovation : Electives (select 1)
Marketing Research : Required Courses
Strategic Marketing Management : Electives (select 4 or 5)