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Curriculum Coursework

The Master of Marketing Research Program Coursework is broken up into 21 hours of required courses and 9 hours of electives based on student interests, and a capstone course, as part of the program courses, that requires students to work individually with real world clients in applying the students marketing research skills. The following courses are listed:

Program courses (21 hours): MKTG 530, 540, 541, 544, 546, 548, 550

530-3 MARKETING PLANNING AND STRATEGY. Analytical tools and decision paradigms for marketing planning and strategy. Emphasizes integration of information, segmentation and elements of marketing plan to achieve competitive advantage. Prerequisite: MKTG 525.

540-3 BUYER BEHAVIOR. Organizational and consumer behavior models; internal/external factors influencing choice processes; attitudes, intentions, and information processing; measurement and research; applies behavioral theories to marketing decisions. Prerequisite: MKTG 525.

541-3 PRODUCT MANAGEMENT. Theoretical and pragmatic issues for developing new products and services and managing ongoiong products and services. Analytical decision making applied to product design, positioning, research, adoption and diffusion. Prerequisites: MKTG 525.

544-3 MARKETING INFORMATION AND RESEARCH. Marketing management information needs. Data collection and interpretation for decision-making. Research design, survey methods, sampling, questionnaire and experimental designs, data analysis. Prerequisites: MKTG 525.

546-3 RESEARCH DESIGN AND DATA COLLECTION PROCEDURES. Advanced consideration of management of marketing research process, research designs, sources of marketing data, qualitative and quantitative data collection procedures, measurement, scaling, questionnaire design. Prerequisite: MKTG 544.

548-3 MARKETING RESEARCH METHODOLOGY AND DATA ANALYSIS. Comprehensive and practical considerations of research methodology, data characteristics and processing, multivariate data analysis approaches (statistical considerations and applications), communication of marketing research results. Prerequisite: MKTG 546.

550-3 MARKETING RESEARCH MANAGEMENT AND STRATEGY. Integration of all aspects of marketing research into comprehensive plans and courses of action. Project planning, design, and execution including client service and management. Prerequisites: MKTG 530; 548.

Elective courses (9 hours), taken from the following: MKTG 532, 534, 560, 561, 562, 595 ; STAT 487, 583, 589.

532-3 SERVICES MARKETING. Service systems and service management with emphases in services quality and satisfaction, service strategy, service recovery, marketing differentiation and positioning in services industries. Prerequisite: MKTG 525.

534-3 ADVERTISING RESEARCH. Advertising research using both theory based literature and practical application of current theories of advertising and persuasion. Prerequisite: MKTG 525.

560-3 SPECIAL TOPICS IN MARKETING RESEARCH: Varied content. Advanced issues such as research ethics, promotion research, international research, online data collection and reporting. Depending on topic instructor's approval may be needed. May be repeated once for a total of 6 hours provided no topic is repeated. Prerequisite: MKTG 525.

561-3 DATABASE MARKETING: Applications of database technology to implementation of marketing strategies. Focus on use of databases in relationship marketing and customer-satisfaction management. Prerequisite: MKTG 525.

562-3 SYNDICATED DATA ANALYSIS: Identification of the marketing uses of information from syndicated scanner data. Experience with the principle syndicated data technologies and suppliers. Prerequisite: MKTG 525.

595-1 to 3 SEMINAR IN MARKETING: Interpretation and discussion of current developments. Impact and analysis of current issues. May be repeated to a maximum of 6 hours provided no topic is repeated. Prerequisites: MKTG 525.

487-3 NONPARAMETRIC STATISTICS: Distribution-free tests and estimation, randomization, sign test, signed-rank test, power, robustness, inferences concerning location and scale parameters for two independent samples, goodness-of-fit. Prerequisite: STAT 480a,b or consent of instructor.

583-3 SURVEY SAMPLING: Methods of designing and analyzing survey investigation: simple random, stratified, multistage, cluster sampling; data quality; validity and efficient sample plans; reading and project assignments. Prerequisites: STAT 380, or both FIN 320 and MS 251.

589-3 MULTIVARIATE ANALYSIS: Matrix algebra, multivariate normal distribution, inference for a mean vector, comparison of several mean vectors, principal components, clustering, discrimination and classification. Prerequisite: STAT 480a,b or consent of instructor.

Other business electives consistent with the program's goals and student's career objectives may be taken with approval from the program director. Only 3 hours of 400-level coursework may be used to satisfy MMR degree requirements.

Capstone Course

MTKG 550: Marketing Research Management and Strategy

On average, this ten course sequence takes about 15 months to complete. Students without an academic background in business require additional coursework in Common Body of Business Knowledge.

For more information on the MMR coursework please see SIUE's Graduate Catalog.


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