• Demonstrate the ability to structure complex problems in relation to a description and analysis of empirical problem fields (i.e. develop and delimit an original formulation of a marketing problem being investigated).
• Critically discuss and apply adequate scientific methods and the relevant theories within the area of marketing to the problem investigated.
• Critically discuss and apply a relevant marketing research design for the marketing problem being investigated.
• Assemble, process, and analyze valid and reliable data, relevant to the problem and sub-problems under scrutiny
• Edit a well-structured marketing research project, written with clear arguments, easy to understand.

In the 21^st century, marketing is no longer a separate function. It is a leading, integrated activity that influences the entire company by providing critical and essential input to craft a strategy and develop a business model. Considering the dynamics of the environment in which companies operate, any decision making within a company must be founded on and strengthened with research about the target market. This course teaches the value of the information generated from marketing research for users of such information who make critical decisions about the future direction of their businesses and supporting investments. Consequently, marketing research drives communication with clients, identifies business opportunities, and reduces risk of managerial decisions.

This course aims to familiarize the students with several types of marketing problems as well as how to leverage data to make effective marketing decisions. It will cover topics that will involve formulating critical marketing problems, developing relevant marketing research questions, analyzing data, and most importantly, drawing inferences and telling convincing narratives to produce actionable results. Students will gain an appreciation for the breadth and depth of the subject and its significance for any company, whether a start-up or an established company.

The content of this course is divided into four learning modules:

Module 1: Understanding Marketing Strategy

This module gives a basic overview of what marketing is. It covers what marketing is and how companies can develop marketing strategies. This module aims to familiarize the students with the key conceptual foundation of developing a strategic marketing function in a company.

Module 2: Capturing Marketing Insights

This module focuses on the process of capturing marketing insights by conducting marketing research. This module introduces the six-step marketing research process. It also introduces the course case. We will then move on with data collection. The course focuses on survey research. Finally, we will discuss questionnaire development, after which we will work on with the evaluation and improvement of an existing questionnaire in the exercise class.

Module 3: Analyzing Marketing Insights

This module covers the basic concepts related with how to analyze the captured marketing insights. It first deals with data preparation, specifically the coding and cleaning of raw data to prepare them for measurement and structural analysis. Measurement analysis focuses on assessing measurement properties and structural analysis tests the hypotheses. Exercise classes provide Excel applications of data preparation, measurement analysis, and structural analysis.

Module 4: Using Captured Marketing Insights

This module discusses how the captured marketing insights can be used to get information about the marketing environment, consumer behavior, identifying targets and segments, and developing marketing mix decisions.

As a reference course book, the course will use Marketing Research: Applied Insight by Dan Nunan, David F. Birks, and Naresh K. Malhotra, Pearson Higher Education, 6th Edition. 

However, the discussions and course material will not be limited to only the course book. More readings may be assigned during the term.