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Master of Science in Marketing Management

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Module 3 : Marketing Research

OBJECTIVES

The purpose of this course is to learn how plan and implement a marketing research project and use quantitative methods wisely. Upon successful completion of this class, course participants will have a working knowledge of the following. 

To be able to conduct a marketing research project from start to finish. 

To design research to fit a variety of marketing problems.

To learn how to analyze marketing data using SPSS (Statistical Package for Social Sciences) 

To interpret statistics and to make judgments about data.

To learn more about marketing and consumer behavior by conducting research.

COURSE CONTENT

Course content includes:

Quantitative Research Techniques
Data collection 
Descriptive statistics  
Analysis of Variance
Cluster Analyses
...and more.

Full content available upon request.

    Written by NIKKI HARLE
    Date of update July 18, 2008

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    Concentration Courses


    Marketing Management : A Decision Making Approach
    Market analysis, performance measurements and market research results


    Services Marketing
    Service policies, managing quality, pricing policy, setting-up networks...


    Marketing Research
    Qualitative and quantitative marketing research, case studies...


    Customer Equity
    Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...


    B2B Marketing
    Organizations as customers, professional markets, key account management...


    Brand Equity
    Brand management territory, brand personality, product mix, brand security...


    E-Commerce and Hi Tech Marketing
    On line buying studies, technical approaches, data bases, virtual consumers...


    Advertising Management
    Advertising strategy, media decisions, advertising evaluation, ethical issues...


    Marketing Planning
    Concept of business mission, nature of marketing audit, components of core strategy...
     

    Luxury Brands Management
    Luxury market, buying and consumers, distribution and marketing of luxury products...
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