The MMR curriculum is designed to provide students with the skill set needed to actively participate in the marketing research process. For this reason, there is a distinct connection between the marketing research process and MMR courses. Through MMR coursework students obtain an understanding of knowledge development tools and strategic applications, data acquisition, and insight extraction and dissemination. The 39-semester-hour program provides the requisite skills for designing intelligent marketing research solutions to specific business problems, analyzing data using sophisticated statistical tools and packages, preparing and presenting high-impact reports, and serving as a market intelligence consultant to managers.
MMR coursework is completed in only 12 months, beginning in the summer semester (June) and ending the following spring semester. Students take approximately 13.5 credit hours per semester.
Please note that the curriculum and coursework are continuously evolving to address the dynamic needs of the market research community. Thus, specific courses and content may change from time to time.
To provide a more comprehensive marketing research education, the MMR curriculum is supplemented by practical applications through board-sponsored marketing research projects and the SAS Executive Seminar Series.
Board-Sponsored Marketing Research Projects: Students are given the opportunity to conduct research projects or management audits in the area of marketing management under the supervision of a faculty member. Through active involvement in every stage of the marketing research process - from problem definition to research design, data collection, analysis, and final client reports - students gain practical, hands-on experience. Companies that have sponsored projects in the past include Coca-Cola, IBM, and Microsoft.
SAS Executive Seminar Series: This program involves seminars given by marketing professionals to build on the MMR coursework. The seminars address unique and practical topics in the current marketing world such as new research designs and industry trends. The marketing professionals also discuss what to expect in the market research workforce and the skills needed to excel. The series provides the opportunity to network with marketing professionals in a formal question and answer session and a reception following each seminar. The dynamics and desires of each MMR class influence the topics covered.
| SUMMER | FALL | SPRING |
|---|---|---|
| Introduction to Statistics Methods 3.0 Credit Hours, Dr. Fox |
Introductory Econometrics 3.0 Credit Hours, Dr. Wurst |
Applied Multivariate Methods 3.0 Credit Hours, Dr. Sriram |
| Data Collection Methods 3.0 Credit Hours, Dr. Wurst |
Applications of MR Techniques I 3.0 Credit Hours, Dr. Fox |
Applications of MR Techniques II 3.0 Credit Hours, Dr. Fox |
| Qualitative Research 3.0 Credit Hours, Dr. Hollenbeck |
Customer Relationship Management 1.5 Credit Hours, Dr. Du |
Discrete Choice and Conjoint Analysis 3.0 Credit Hours, Dr. Wurst |
| Marketing Management 1.5 Credit Hours, Dr. Kumar |
Consumer Behavior 3.0 Credit Hours, Dr. Zinkhan |
Marketing Strategy 3.0 Credit Hours, Dr. Grover |
| SAS Executive Seminar Series | Marketing Research Project I 1.5 Credit Hours, Dr. Grover |
Marketing Research Project II 1.5 Credit Hours, Dr. Grover |
| SAS Executive Seminar Series | SAS Executive Seminar Series |
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