Become a Consumer and Market Expert

Learn to apply the latest marketing research strategies and techniques. Through an interactive virtual format, you’ll gain in-demand skills in quantitative and analytical market techniques, with market-driven curriculum focused on data, analytics, optimization, modeling, text analytics and data modeling tools. Courses maximize peer-to-peer learning through case studies, industry certifications (such as Google Analytics and SAS certification), class activities and real-world problems through experiential learning. You’ll graduate positioned for career opportunities across many marketing research or marketing fields.

Fall semester (August)

Courses in the program are delivered via web conferencing technology on weekday evenings

Part-time completion pathway of 20 months

All Courses

Required

Introduces a wide range of fundamental marketing concepts and explores their strategic business implications. Focus on developing an understanding of how firms develop marketing strategies to create and manage the creation of meaningful offers that are valued by consumers for the purpose of developing and maintaining customer relationships within the broader context of marketing strategy.

Use of concepts from the behavioral sciences for identifying market segments, predicting customer response to alternative marketing strategies, and focuses on the analysis of customer decision-making.

Overview of fundamental methods and techniques used to collect and analyze data in marketing research. In-depth introduction to sampling, data analysis and interpretation using Excel and SPSS.

Outlines how companies apply the disciplines of marketing research to  information collected via social media. Focuses on how social listening fits into an organizational structure, and how to properly respond to social media discussions. Uses industry-leading social media analytics platforms, such as Infegy Atlas, to develop social listening queues for analyzing how customers are talking about specific companies and their products or services. Integrates big data and machine learning 

 

Builds upon traditional modalities of data collection by delivering an in-depth understand of the application of mobile and online techniques and tools in marketing research. Focus on creating and fielding a mobile-specific project, and understanding trends and likely future directions in mobile research.  Introduction to online research communities and their most impactful use cases in the research and insights space. Using live hands-one projects, this focuses on the evolution from merely a faster, cheaper sample solution to a strategic platform for managing continuous conversations with hard to reach audiences.

Methods for analyzing data residing in firms’ customer databases. It covers methods for creating profiles of customer segments based on their profitability to the firm, estimate individual customers’ lifetime values, and demonstrate how this technique has been used by different organizations. The course also reviews statistical concepts and introduces and uses specialized statistical software, which will be used to conduct a variety of marketing analyses using actual customer databases. Students will acquire skills to construct traditional RFM (recency/frequency/monetary) analyses to maximize response to marketing campaigns.

Contemporary elementary applied statistics and to provide you with an appreciation for the uses of statistics in business, economics, everyday life, as well as hands-on capabilities.

Data visualization and insights in marketing research, by leveraging the Tableau Prep and Desktop tops to achieve enhanced visual communication. Focuses on preparing complex data, developing meaningful visuals for analysis, and crafting actionable narratives for divers audiences. We will cover topics including: exploratory data analyses, charts, tables, graphics, static and dynamic displays, effective presentations, multimedia content, animation, and dashboard design.

This course will extend the understanding of the art and science of extracting information from data into increasingly complex and “real world” data. Specifically, we will cover extensions to regression, logistic regression, hierarchical modeling, model selection, and other topics spanning the process of building and evaluating models. In addition, we will practice drawing intuition and insight from models and effectively communicating that insight in a format that can help decision-makers to make better decisions.

As the marketing research industry evolves the scale requirements for industry participants change. This course offers students to a variety of quantitative topics and includes hands-on experience with appropriate software. The business world is full  of examples where companies create great value for their customers, but fail to capture that value in their earnings. A common reason is a failure to integrate their value-creating activities with their pricing decisions. This course provides an in-depth, cross functional look at the role of price in a firm’s value proposition to customers. Additional topics include an in-depth understanding of conjoint analysis, pricing & revenue research, questionnaire design, tool selection and interpretation of results.

Collaborate on a real-world business challenge in the market place. Each student plays a critical role in developing a comprehensive strategic marketing plan. Students will own responsibility for accurate segmentation, targeting, positioning, value generation and financial feasibility for a product or product line. Students will guide the project through sound research planning, survey development, execution, data analysis and identify strategic outcomes. Students will work together to finalize a commercial grade marketing strategy and plan of tactics worthy of business management approval. All students learn to apply team leadership practices while developing a strategic marketing plan and gaining hands-on experience that can help accelerate a career in their field. Success in this course requires playing an active role through a field research project that facilitates knowledge, skill, and competency in developing a company’s product line and robust communication strategy and plan for implementation.

Electives

In this course, students will develop a mobile marketing strategy for different target audiences as well as how to effectively integrate mobile marketing into an overall brand and business strategy. Students will learn how to convert that strategy into an effective campaign using the appropriate mobile tools and finally apply course knowledge to track and measure the effectiveness of digital campaigns. Through a combination of readings, discussion, presentations and projects, students will examine how mobile technologies are changing how we experience media, why a standalone mobile strategy is insufficient, how mobile tools can enhance, expand, and transform existing marketing initiatives, how mobile data can help brands more effectively scale their message to new audiences and the ethical and social considerations inherent when personalizing and measuring the consumer experience.

MKTG 5103. Marketing Research: Techniques and Application. 3 Credit Hours. (Elective)

Basic approaches to planning, collecting, analyzing, and communicating information from the marketplace. Techniques and applications for specific marketing areas.

This course introduces students to methods for analyzing data residing in firms’ customer databases. It covers methods for creating profiles of customer segments based on their profitability to the firm, estimate individual customers’ lifetime values, and demonstrate how this technique has been used by different organizations. The course also reviews statistical concepts and introduces and uses specialized statistical software, which will be used to conduct a variety of marketing analyses using actual customer databases. Students will acquire skills to construct traditional RFM (recency/frequency/monetary) analyses to maximize response to marketing campaigns. Using these traditional techniques as a foundation, students develop/build more sophisticated models to predict customer response, such as predicting whether a customer will respond to a particular marketing offer (e.g. a direct marketing, mobile marketing, direct mail, etc.). In addition, students construct more advanced models (e.g. logit models, CHAID) to maximize response to marketing campaigns and to compare the effectiveness of alternative models.

This course examines the analytical, decision making, and planning concepts and tools available to market, product, and brand managers. Specific decisions to be addressed include: product policy, policy formulation, the selection of product market strategies, new product development, product-line modification, and organizational implications. Emphasis is placed on discussion of cases and relevant readings. Because of the heavy emphasis on interaction, regular and frequent participation will be expected.

An information system is only valuable to an organization when it enables and supports a useful business process. Students learn to assess, design, and analyze processes that foster innovation. Core concepts include designing effective solutions, identifying metrics for assessment, and communicating plans to management. Students apply these skills through analysis of business problems for actual firms. Throughout the course, students will gain a deeper understanding of the role of process in the functioning of an organization and how to innovate around that process by redesigning workflows and matching requirements with organizational systems. Students will also be able to identify key stakeholders and learn the fundamentals of project management.

Today the user experience is the whole system; it is the interface and the experiences that define success, the code and business model are often secondary. Users only bother with activities that are obvious, simple, and pleasing. Perhaps the most challenging and interesting part of digital is the user experience (UX). This course focuses on understanding, evaluating, and designing user experiences. In the context of practical projects, we will learn the human, social, organizational, business model, and technical aspects of UX design. The goals of this course include understanding the role of usability and design principles, evaluating user experiences, and building a complete user experience using innovation to achieve the UX goals.