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MKTG 724 - Customer and Market Insights

Customer and market insights is designed to provide students with a key understanding of the market research process and the role of market research in strategic decision-making. There will be a focus on:-investigating appropriate data, data sources and analytic techniques required to generate input for key marketing decisions regarding markets and customers;-assessing suitable data analysis techniques and evaluate generated output to develop insights and determine potential marketing decision options;-appraising these key options by estimating likely impacts and integrating these impacts with practical organizational issues;-understanding how to organize and analyze available data to generate actionable insights; and-utilizing these insights to build compelling narratives and to provide actionable recommendations for important marketing decisions. Typically offered Spring and odd-year Summer semesters. Requires Graduate status.
Level: GR
Credit Hours: 3

Prerequisite MKTG 716 /C W/Concurrency:Y
Ferris Equivalencies:

Department: MKTG


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