Research for Marketing Communications (302-0-20)

Instructors

Eun Hee Ko

Meeting Info

McCormick Foundation Ctr 3107: Mon, Wed 9:00AM - 10:50AM

Overview of class

Covers analytic methods and metrics to develop, execute and evaluate marketing communications. Students learn how to design questionnaires and analyze survey results, and evaluate customer behavior by analyzing customer databases. Covers methods to evaluate media use including web analytics and social media metrics. Develops hands-on analytic skills with Qualtrics survey software and SPSS statistics software.

Class Materials (Required)

TBA

Class Materials (Suggested)

Recommended text: Marketing Research, 12th Edition
Carl McDaniel Jr., Roger Gates
Wiley ISBN: 978-1-119-70300-6

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Reserved for IMC Certificate Students only.