Effective marketing decisions often depend on effective marketing research. In a fast changing marketing landscape, and with subjective perceptions often driving customer decisions, data is often difficult to collect and when collected can be misleading and confusing. Proper marketing research techniques allow the marketing practitioner to sift through the noise to collect and analyze data for generating the most effective marketing insights. For this, market researchers deploy a wide variety of tools, procedures and frameworks leading to the proper collection, analysis and use of such data. This course will teach the students the basic marketing research tools and procedures, with a special attention to survey research and qualitative research techniques. It will teach the students basic statistical procedures and how to interpret statistical results. The students will also learn how to create a professional market research proposal. The course will be taught with a combination of lectures, case studies, assignments, and discussions. There will be two quizzes to test the understanding of materials. A marketing research proposal is an integral part of the course. As part of this project, the students will work in a group to create and present a Marketing Research proposal for a company.
No Scheduled Class Meetings, January 15 - April 14 (Online)
Location:
ONLINE
Instructor:
Elizabeth Wood
Notes:
You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Elizabeth Wood
Elizabeth Wood is the Executive Vice President of the CMI Financial Group, a multi-divisional group of companies centred in mortgage lending and administration. Recognized among Canada’s top 50 executive leaders as a recipient of the Report on Business 2023 Best Executive Awards. Elizabeth is a solutions-oriented leader with expertise in organizational design, change management, policy development and implementation, governance, project management and strategic marketing. She is passionate about transformative corporate leadership with a focus on creating a safe, inclusionary and open workplace. As architect of CMI’s talent strategy, Elizabeth has achieved gender parity while significantly scaling its employee base. In recognition of her trailblazing industry contributions, she was recognized as a Canadian Mortgage Professional Woman of Influence (2019 & 2022), and a Canadian Mortgage Awards Woman of Distinction (2021).
Elizabeth is a dedicated mental health advocate and co-chair of the Canadian Lender’s Association’s Diversity, Equity and Inclusion roundtable where she advocates for advancement and empowerment of marginalized groups in the financial services sector. She has earned an MBA, a Bachelor of Commerce in Management and a Bachelor of Arts in Psychology. Elizabeth holds several industry-leading certifications, is an instructor and course content developer with the McMaster University CCE Business and Marketing programs and is the Treasurer of the board of directors of CIM Chartered Managers Canada.
