Applied Marketing Analysis – BUSI 453

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 04/05/2022

Course Description

Building on knowledge acquired in marketing research, students will assess environmental market conditions. The course will explore principles used in construction, application, and analysis of market research necessary to exercise good judgement and develop action plans for key decision makers. Students will explore, analyze, and offer recommendations regarding market and consumer research through applied projects.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Rationale

The student who has chosen the field of study pertaining to research analysis needs the practical experience of working on a real-world marketing business research need or problem. This invaluable experience will prepare the marketing analytical student to understand the dynamics of dealing with marketing business decisions to provide the necessary information for critical decision-making that advances the client’s organization in the marketplace.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Assess the environmental conditions associated with the client’s marketing research needs.
  2. Construct a market research plan to address the focus of the research project.
  3. Interpret research findings to make viable action plans for key decision makers.
  4. Integrate a Christian worldview within the field of applied marketing analysis.

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (4)

The student will complete  4  Discussions in this course. The student will post one thread of at least  500 words. The student must then post 2 replies of at least 350 words. For each thread, students must support their assertions with at least two scholarly citations in APA format. Each reply must incorporate at least two scholarly citations in APA format. Any sources cited must have been published within the last five years. Acceptable sources include peer reviewed sources, the textbook, the Bible, etc.   This course utilizes the Post-First feature in all Discussions. This means you will only be able to read and interact with your classmates’ threads after you have submitted your thread in response to the provided prompt.

Quantitative Marketing Research Report Assignments (4)

Using the six-step marketing research process, you will write a 2,850–3,600-word quantitative marketing research report  in current APA format. You will select a Fortune 500 company such as AT&T, Microsoft, or Ford, and through exploratory qualitative research (e.g., literature search, a focus group discussion, or interviews with experts), gain an understanding of a marketing problem within that organization that can be addressed using quantitative research and used by managers to make decisions (e.g., how to increase sales in the Northeast region of the U.S.).

You will create a survey for data collection but will not collect data due to time constraints. Instead, mock data containing plausible responses for all the variables will be provided for you to conduct descriptive (mean, median, mode, and standard deviation) and inferential statistics (one-sample t-test) and make recommendations to the organization’s leadership based on the statistical findings.

The quantitative marketing research report will consist of 3 sections.  The final quantitative marketing research report will incorporate these 3 sections.  The paper must include at least 10 scholarly or peer-reviewed resources.

Quizzes (8)

Each quiz will cover the Learn material for the assigned Modules: Weeks. Each quiz will be open-book/open-notes, contain 15 multiple-choice and true/false questions, and have a 1-hour time limit.