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.
Additional Information
AI* - This course will examine how to use AI to gather and summarize secondary research, and how it can be utilized to synthesize primary research data and results.
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Mon, 02-08-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 02-22-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 03-01-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 03-08-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 03-15-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 03-22-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
| Mon, 03-29-2027 | 6:30pm | 9:30pm | Live-Online | REMOTE |
This class is offered in an online synchronous format. Students are expected to log into this course via Canvas at the start time of scheduled meetings and participate via Zoom, for the duration of each scheduled class meeting.
No meeting on February 15, 2027. To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Tools & Materials: None
Recommended Tools & Materials: Marketing Research: An Applied Orientation, Malhotra, 7th edition, Naresh K., Pearson, 2021, ISBN: 9780137504879.
This book is not required. It is a recommended resource for those who want a detailed text on marketing research. We will be using weekly Power Points as our text.
