Included are approaches to problem definition, secondary data review, questionnaire development, data collection, data analysis and managerial interpretation, and the reporting of research findings. Development of student skills and techniques for strategic marketing planning and forecasting. Concepts relating to the mission, opportunity analysis, objectives, goals and programs will be explored. Individual planning and forecasting projects and exercises will be emphasized. The purpose of this seminar is to develop both an understanding of, and a point of view toward, some of the major problems of marketing that are dealt with briefly or not at all in required course work.
Topics vary from year to year in accordance with the needs and interests of the students.
An intensive study of a problem, under the direction of graduate faculty members.