Apr 28, 2024  
2021-2022 Undergraduate Catalog 
    
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2021-2022 Undergraduate Catalog [Archived Catalog]

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MK 302 - Market Research and Customer Value

Credits: 4 credits

Students develop an understanding of the theories and techniques of planning, conducting, analyzing and presenting market studies.  Students study different methodologies including both quantitative and qualitative techniques with an emphasis on primary research including questionnaire design and research analysis.  Students conduct numerous studies using different methodologies.  Students also develop an understanding of customer value and its importance to the customer.

Prerequisite/Corequisite
MK 201 - Intro to Marketing (required)

MK 301 - Integrated Marketing Communications (preferred)


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