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Course Description

Explore the latest consumer trends and examine case studies from a range of industries to see how research solves marketing and business problems. You'll learn how to use market research to increase return on investment (ROI) and decrease potential business losses. You'll examine qualitative, quantitative, online and advertising research, brand equity measurement, consumer segmentation and concept creation. You'll also learn to identify important consumer trends and consider the challenges of research for online media. Sessions include lectures, discussions, hands-on exercises and group projects.

Learning Outcomes

  • Understand the role and value of marketing research in a successful business program.
  • Commission the right qualitative and quantitative research.
  • Interpret results of research and brand equity measurement.
  • Choose the right selection of panelists for your research.
  • Apply the basics of consumer segmentation to in-market programs.

This course may be applied towards the SCS Certificate(s) in

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Enroll Now - Select a section to enroll in
Section Schedule
Date and Time TBA
Delivery Options
ON-LINE  
Course Fees
Flat Fee non-credit $769.00 Click here to get more information
Section Notes

Textbooks are required for this class.

Go here for instructions on how to order your textbook.

You will receive login information for your online classroom, Quercus (UofT Learning Management Engine) via email.

Go here for information on when you will receive your access information.

This course has a webinar component which will be recorded for review.

Course dates are to be confirmed soon. 

Section Schedule
Date and Time TBA
Delivery Options
ON-LINE  
Course Fees
Flat Fee non-credit $769.00 Click here to get more information
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