Graduate Certificate in Market Research

Course Offerings

One unit of credit equals four semester hours.

MMR 583 Principles of Market Research with Strategic Application 
.75 credit
An overview of marketing research focusing on the marketing research key concepts and tools in the field. The use of primary and secondary data as well as qualitative and quantitative approaches from a strategic, decision making perspective. The course will cover the relevance of customer relationship marketing, consumer insight as well as data collection methods.

MMR 584 Use of Social and Digital Media in Research 
.75 credit
An in-depth look at the use of social and digital media and its application in marketing research to drive decision making. Emphasis is placed on appropriate application of social/digital media, and data collection methods. Understanding and applying secondary data within business needs will also be stressed.

MMR 585 Marketing Strategy and Research Practicum, Part 1 
.75 credit
Course will meet with an actual client to solve a strategic business challenge and marketing research need. Students will apply knowledge from MBA 583, and MBA 584 to determine management issues, identify research approach, and develop the survey instrument with a focus on data needs. Strong emphasis on project and client relationship management is also core to this practicum. Prerequisites: MMR 583 and MMR 584.

MMR 586 Marketing Strategy and Research Practicum, Part 2 
.75 credit
Students will meet with an actual client to solve a strategic business challenge and marketing research need. Students will apply knowledge from MBA 583, MBA 584 and MBA 585 to determine management issues, identify research approach, and develop survey instrument with a focus on data needs. Strong emphasis on project and client relationship management is also core to this practicum. This course include the use of SPSS software in the analysis of data and finally a presentation and report are developed and presented to the client with recommendations for next steps based on the research findings. Prerequisites: MMR 583, MMR 584, MMR 585.

Elmhurst College reserves the right to modify courses, schedules and program format without advance notice to students.
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