Marketing Research

MKT 322

The main objective of this course is to equip students with the key concepts and methods of marketing research, and allow student to understand how to apply those tools to solve real-life business problems. This course focuses equally on (i) technical competence and (ii) application to real-life problems. We cover the technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures and short individual homework assignments. We also discuss real life application using various mini-cases. The other  important element of this course is a marketing research project (more details under the “Group Project” section below) where students identify and solve a real business problem using marketing research methods.