EBM 580 Managerial Marketing & Market Research
This course provides an overview of marketing, with special focus on market research as a means of determining or validating strategy. The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of marketing activities. Techniques of data collection, evaluation of alternative sources of information, methods of evaluating data, and methods of presenting the results are covered. The course also addresses how to define information needs, how to test marketing procedures, forms of analysis applicable to market research information, and the role of models in decision making. Prerequisite: None.