| Program Detail |
: Whether you are a marketing manager for a large company or a small business owner, you need systematic and objective information about the market you serve in order to make marketing and business decisions. Will a new package change or improve your brand image? When and where should you present your new product? Marketing research is one of the principal methods used for answering questions like these.
Intended for people from diverse business backgrounds, this course provides an understanding of modern market research methods and how they are used as tools in implementing the marketing plan. You begin to appreciate the value and limitations of data and to understand how to evaluate results and make recommendations for action. Lectures, readings, case studies, and a research project provide you with the opportunity to examine various methods used in solving specific marketing problems. By the end of the course, you will have an understanding of the marketing research methods available to address your company's needs.
Supervised final examination. |
