MKTS 311 - Marketing Research and Analytics

Institution:

Point Park University

Subject:

Description:

This course emphasizes the role of systematic information gathering and analysis for marketing decision-making with an emphasis on the analysis and interpretation of primary and secondary data. Principles of marketing analytics will be covered, with a focus on translating data into meaningful business insights and strategy. Data privacy and ethics will also be considered. Case studies and/or client-based projects will be utilized.Prerequisites: MKTS 205 Course Objectives Upon successful completion of the course, students will be able to: (1) Identify and explain the role of systematic information gathering and analysis in making marketing decisions. (2) Examine and assess qualitative and quantitative research methods. (3) Critically evaluate a business problem to determine the appropriate analytical technique. (4) Design a research proposal by translating a marketing problem into a feasible research question. (5) Conduct a basic marketing research study by implementing the steps needed to obtain marketing insight data analysis,including defining research problems, collecting and managing customer data, conducting appropriate analyses, and interpreting analytic results.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

The Course Profile information is provided and updated by third parties including the respective institutions. While the institutions are able to update their information at any time, the information is not independently validated, and no party associated with this website can accept responsibility for its accuracy.