The MMR program curriculum focuses on challenging, cutting-edge coursework and hands-on projects which are sponsored by the MMR Advisory Board and companies such as Microsoft, IBM, Coca-Cola, and Home Depot.

Our curriculum allows students to obtain an understanding of knowledge development tools and strategic applications, data acquisition, and insight extraction and dissemination. MMR students gain 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.

The program is structured to encompass the tools & techniques, business acumen and ‘soft’ skills necessary to succeed in the industry.

Tools + Techniques

  • Qualitative Research
  • Statistics - Econometrics - Multivariate Statistics
  • Sampling & Survey Research
  • Experimental Design
  • Conjoint - Data Mining - Web Analytics
  • SAS - SPSS - Qualltrics - Sawtooth Software

Business Acumen + Context

  • Business Fundamentals
  • Marketing Strategy
  • Consumer Behavior
  • Advertising & Promotion Management
  • Databased Marketing &Customer Relationship Strategy

Soft Skills

  • Consultative Skills
  • Presentation Skills
  • Writing Skills
  • Critical Thinking and Insights Development
  • Story Telling

Coursework

The MMR coursework is completed in only 11 months, beginning in the summer semester (June) and ending the following spring semester. Students take approximately 13.5 credit hours per semester (40.5 hours overall) as follows:

Typical Course Sequence

Term Courses
Summer
Fall
Spring

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.

Marketing Research Projects

Students design and complete research projects in the area of marketing research under the supervision of a faculty member. The projects involve actual problems/issues in corporate supplier or client firms who serve as sponsors. Recent sponsors have included Coca-Cola, dunnhumbyUSA, Michelin, Eli Lilly, Walmart, PepsiCo, Johnson & Johnson Vistakon, Altria (St. Michelle Winery), The Home Depot, United States Postal Service, Rubbermaid, and MeadWestvaco.

Altria Executive Seminar Series

This series brings marketing professionals into the classroom to discuss their experience and expectations in marketing research as well as the current state of the industry. Seminars are followed by a formal question-answer session and reception.