Research for Marketing Communications (302-0-20)

Instructors

Christopher B Cahill

Meeting Info

Fisk Hall 311: Tues, Thurs 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)

none

Class Materials (Suggested)

Recommended:
Marketing Research (12th edition) by Carl McDaniel and Roger Gates, Published by Wiley, 2018

Enrollment Requirements

Enrollment Requirements: Reserved for IMC Certificate Students only.