Development of effective marketing communication strategies based on an understanding of the characteristics of audiences; conceptual material from communications theory applied to advertising and other promotional problems.

Development of effective marketing communication strategies based on an understanding of the characteristics of audiences; conceptual material from communications theory applied to advertising and other promotional problems.

In the digital age, the ability to analyze and interpret marketing data has become essential for success. This course is designed to equip students with the skills needed to harness the power of data in making strategic marketing decisions. Through a blend of theoretical concepts and hands-on practice, students will learn how to clean, analyze, and visualize marketing data from real world datasets. Students will acquire knowledge about the methods and software that are used to understand issues such as market segmentation, sales forecasting, and conjoint analysis.

Technology is at the center of many valuable marketing tools and practices. For example, marketers commonly use social media, such as Twitter, Youtube, Facebook, and Instagram; and with various technologies, new approaches and principles have emerged, such as permission marketing and inbound marketing. New types, and increased amounts, of data associated with consumer use of technologies has made marketing analytics vital to effective decision making and performance diagnostics and evaluation (e.g., ROI). It is extremely important for marketers to understand how to effectively use these technologies, leverage new approaches and principles, and understand how to analyze and leverage associated data.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

A deep understanding of the customer is essential to developing innovative products, services, and marketing strategies. Qualitative research methods enable firms to study customers and analyze the meaning and importance of their experiences. These methods can uncover in-depth insights about customers? lives and behavior, which are often not accessible through quantitative analyses of big data or conventional marketing metrics. This course introduces students to a set of concepts and research methods for generating, communicating, and leveraging customer insights. Students will learn and practice real-world skills, including culturally-oriented thinking, participant observation, interviewing, focus groups, and netnography (online qualitative research). Throughout the course, students will adopt the perspective of marketing researchers and managers as they learn to develop actionable marketing strategies based on sound thinking and rigorous qualitative research.

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301