Market Intelligence: The Art and the Science

For informed business planning and sound decision-making, marketers need comprehensive intelligence regarding their customers. This advanced market research course is based on the idea that to understand customer attitudes, sentiments, and behavior fully both qualitative and quantitative research are required. Students will learn how to select and execute the right research to obtain customer intelligence, make sense of it, and apply it to marketing problems. Throughout the semester, we will emphasize the complementarity of qualitative and quantitative methods, and how combining them – tapping art and science – can yield brand-building marketing strategies.