MKT-320 Marketing Research Methods and Tools in the Age of Generative A
This course equips students with contemporary research methods and practical skills essential for data-driven marketing decisions. It aims develop critical thinking, basic analytical skills, and digital proficiency for the marketing major students. Students learn to frame research questions, collect and interpret both primary and secondary data, design surveys and experiments, and visualize insights effectively. Generative-AI tools such as ChatGPT, Gemini, and Perplexity are integrated with traditional marketing research tools to assist in data discovery, analysis, and storytelling along with Google Colab and AI-generated Python code. The course provides a rigorous yet applied foundation in modern marketing research and prepares students for higher level core courses (such as MKT419 Marketing Strategy and Policy) and higher-level electives such as MKT 450 (Marketing with Generative AI).
Prerequisite
Student has satisfied all of the following Student has completed any of the following course(s) MKT 210 - Principles of Marketing, MKT H210 - Honors- Prin. of Marketing And Student has satisfied all of the following Student has completed any of the following course(s) STATS 240 - Introduction to Statistics, STATS 250 - Applied Statistics, STATS H240 - Honors Introduction to Statistics, STATS H250 - Honors Applied Statistics Only 1 registration counts toward academic progress for these courses STATS 250 - Applied Statistics, STATS H250 - Honors Applied Statistics Only 1 registration counts toward academic progress for these courses STATS 240 - Introduction to Statistics, STATS H240 - Honors Introduction to Statistics