Provides exposure to emerging and traditional practices in marketing information generation, dissemination and interpretation. Focuses on the interpretation of secondary and primary data, written and oral communication of analyses, and techniques for problem solving and contingency anticipation. New product development, product management, and product portfolio assessment are among topics to be examined. Analysis of the impact of international economics, culture and nationalistic governmental policies, regional trade alliances, and the World Trade Organization and other multilateral entities on trade patterns and marketing decision-making in global firms. Concepts illustrated using cases and analyses of specific industries.
Students use real world examples and applications to develop a research proposal.
The second course in marketing research. Focus is on the analytical and statistical analysis necessary for understanding primary and secondary research. Covers univariate, bivariate, and multivariate techniques. A capstone course in marketing with emphasis on planning at the marketing management level of the organization. Key concepts and issues that impact planning decisions are examined, such as analysis of the marketing environment, formulation of strategies, and development, implementation, and control of the marketing program.