MKT 8050 - International Marketing Research 2: Int. Research

(3 units)

This course is concerned with understanding marketing research in an international context and the value that it brings to a market oriented company. This course provides a blend of discussing the theoretical foundation of marketing research techniques and the practical application of such. Students will be in the position to explore the advantages and disadvantages of several techniques first hand. In this approach, students will gain a holistic understanding of international marketing research including planning, applying, analyzing, interpreting, and presenting primary research. The course aims to: outline different marketing research methodologies including questionnaire and interview design; help them to determine when to conduct marketing research and when not; provide students with the basis to conduct their own marketing research in an international arena independently and in teams; and show them the advantages and limitations of different methodologies and give them the perspective to combine the techniques appropriately.