TOPICS:TECHNIQUES IN MARKET RESEARCH in Fall 2020 (BA3091)

Market Research comprises a key set of skills necessary for any student of Marketing. This course offers both theoretical and practical approaches for the purpose of designing and conducting market research projects, as well developing approaches to understand the resulting data, offering interpretations as to what that data means in specific marketing contexts, and reporting on that meaning in written and spoken reports. The approach of the course balances the fundamental qualitative methodologies and theoretical structures with practical applications of qualitative and quantitative techniques to help students become more familiar with the discipline and to understand research methods and design. The course will include real examples from a Marketing Communications agency in order to clearly tie the class to the working world and will feature expert guest lecturers to support students in developing knowledge and skills that are key in the professional market. In the end, students should be able to design and implement their own market research projects.