MSMC 5021 Marketing Research As a Communication Tool
This course will explore the role and practical application of research and measurement within the marketing mix that includes advertising, direct marketing, e-marketing and public relations research and analysis. Through corporate case studies students will study the measurement practices of high-performance corporate communications organizations to understand how measurement has become integral to the strategic process and management team. This course will enable students to develop communication strategies based on consumer and stakeholder experience. Through the introduction of basic marketing research concepts, students will be provided with the background necessary for understanding the practical uses of research data. They will learn the differences between qualitative and quantitative research. Research topics will include the study of Focus Groups, Survey Research, Website Evaluation, Blog Monitoring, Ad Values and Campaign Assessment, Media Content Analysis and Report Generation. Students will learn to manage the research function through the filter of required competencies, resources, and strategic business objectives, as well as how to select and obtain quality work from external vendors. Emphasis will be placed on developing and managing the research budget against committed activities and maximizing online resources available to achieve objectives.