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 12 - April 12 (Online)
Location:
ONLINE
Instructor:
Paul Lawton
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
Paul Lawton
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As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
