Advanced School of Marketing Research
Program Overview
This program focuses on advanced marketing research methods and models and their application to the marketing problems faced by the professional marketing research director, manager, or provider. Leading experts from industry and academe share their knowledge and experience in applying advanced research techniques to the challenges faced by marketing executives. This year's program highlights a variety of marketing research topics including linking marketing research to marketing strategy, competitive intelligence, data mining, segmentation, experimental design for conjoint and discrete choice modeling, qualitative research methods, structural equation modeling, measuring brand equity and customer equity, customer loyalty and profitability research, and online research developments.
Who Should Attend
This course is designed for professional marketing researchers who have a solid base of experience in marketing research and who understand how marketing research works. Managers of the marketing research function will also benefit from attendance by becoming more familiar with advanced research methods used in the industry and by seeing ways in which these advanced methods are applied across a wide array of industries and problems. To maximize the benefit of this program, attendees should have a fundamental understanding of basic statistical methods. Students will have ample opportunity to exchange views and experiences with each other and faculty in the state of the art classroom facilities at the Terry College Atlanta Executive Education Center located in the Buckhead area of Atlanta. Instructors for the school have been selected from the marketing research industry for their knowledge of the practice of marketing research. These experienced individuals will bring a pragmatic focus to their sessions while introducing the latest thinking in both research theory and research application. Session topics were selected based on input from leading marketing research directors and analysts, past school attendees, AMA officers, and the UGA Terry College Master's of Marketing Research Executive Advisory Board.
Benefits
The Advanced School was created to provide researchers with:
- An understanding of the most current and advanced methods and models of marketing research used to solve marketing challenges.
- An opportunity to interact with leading practitioners and peers and to learn from the experience of others.
- Insight regarding the broad applicability of marketing research methods to marketing decision-making.
Topics Covered
This year's program covers a variety of marketing research topics including the latest thinking in:
- using agent based modeling to maximize return on marketing investments
- qualitative research methods
- research approaches to pricing decisions
- segmentation
- experimental design for conjoint and discrete choice modeling
- customer loyalty and profitability research
- measuring and strengthening brand equity
- structural equation modeling
- developments in online research
- competitive intelligence
Faculty
Hannah Baker Hitzhusen, PhD, Vice President of Qualitative Research, CMI
Damon Ragusa, Founder and CEO, Thinkvine, LCC.
Jeff Miller, Chief Operating Officer, Burke, Inc.
John Wurst, Vice President and Director of Marketing Sciences, SDR Consulting, and Faculty, Marketing Department, University of Georgia
Christina Liao, Group Head, Marketing Science, CMI
Timothy J. Kindler, Director, Competitive Intelligence, Eastman Kodak Company
Jacqueline M. Dawley, PhD, President, Insight Analysis
V. Kumar, Georgia State University
Tom Madden, Professor of Marketing, University of South Carolina
Peggy Emmelhainz, Advanced School Faculty Director, University of Georgia
Duration and Costs
- Duration: 5 Days
- Costs: $2,895 for AMA members
$3,160 for non-members
Registration Options
November 15 - 20, 2009 in Atlanta, Georgia at the Terry College Executive Education Center
This course is designed for professional marketing researchers who have a solid base of experience in marketing research and understand how marketing research works as well as the challenges faced by marketing managers. A fundamental understanding of basic statistical methods is expected to maximize the benefit of the program. Those charged with the management of the marketing research function will also benefit from attendance by becoming acquainted with advanced methods used in industry and the ways in which they are applied. The session topics are selected based on input from AMA officers, leading marketing research directors and analysts, and the University of Georgia's Master's of Marketing Research Board.
Register online or by calling 800-262-1150.
For complete conference details, visit the American Marketing Association.
Contact Information
University of Georgia
110 E. Clayton Street
Suite 602
