Units
2.0 QUARTER UNITS
Course Description
Formerly "Power of Market Research."
Market research provides the foundation for informed business decisions. This course introduces the methods and applications of market research with a focus on supporting strategic decisions in product planning, pricing, communications, distribution, and customer engagement. Students learn how to design research studies, collect and interpret data, and apply findings to guide marketing strategy. Through applied assignments, real-life examples, or discussions, students practice secondary and primary research techniques, survey design, and competitive analysis. The course also examines how modern analytics and AI-enabled technologies are influencing market research practice.
Topics
- From basic survey techniques in both primary and secondary research to an understanding of the power of statistical fact-gathering and analysis
- Sources of secondary research
- Primary research process and costs
- Developing a survey for in-person and online usage
- Translating, assessing and defining market trends
- Customer profiling and typical product persona development
- Competitive market segment and customer analysis
- Integrating results into business planning
Additional Information
AI* - This course will examine how to use AI to gather and summarize secondary research, and will use AI to help synthesize primary research data and results.
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This course applies to these programs:
