The STEM-designated 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 Coca-Cola, PayPal, Merck, Johnson & Johnson Vision, and UPS.
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 – Qualtrics – R – Tableau – AYTM – MySQL – 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:
Summer
Fall
Spring
- MARK 7150: Altria Executive Seminar Series
- MARK 7320: Applications of Marketing Research Techniques II
- MARK 7350: Marketing Research Project II
- MARK 7700: Discrete Choice and Conjoint Analysis
- MARK 7850: Special Topics: Behavioral Methods in Marketing Research
- MARK 7950: Customer Analytics and Strategy
NOTE: 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 Arby’s, Lowe’s, Merck, Eli Lilly, Johnson & Johnson Vision Care, UPS, NCR, and Duke Energy.
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.