MKTG2153 · Marketing

Customer Research and Insights for Marketing Decisions

Carroll School of Management

Formerly titled Marketing Research. Information is vital for solving critical marketing problems and gaining competitive advantage. This course focuses on how to improve marketing decision-making through better research design and methods. Students learn how to identify managerial problems, develop relevant research hypotheses, determine appropriate methods for data collection and analysis, and develop recommendations for marketing solutions. Topics include foundational methods, such as focus groups, survey design, and marketing experiments. Students will gain the ability to identify, collect, and analyze essential marketing data and apply research results to become better marketing decision-makers.