New Beginnings: Research, Insight, and Application – STCO 681

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 09/05/2023

Course Description

This course provides the student with a personalized career-oriented framework for successful completion & application of this graduate program.

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


This is not a simple research course. It is a course that walks the many types of students from a variety of adult backgrounds through the process of coming up with an insight into a promotion/marketing situation, and then applying that insight. So research, in this case, is to come up with an insight that suggests a solution, then applying it. We are not so much studying research as we are walking through the use of research to develop strategic solutions for growing organizations/products/services/nonprofits etc. in the market. So we are teaching action-oriented research. We generally will not be talking about significance tests, etc., but we will talk about the value of quantitative and qualitative in deriving an insight, for focus groups in allowing us to see into the mind of the consumer, etc.

Course Assignment

Textbook readings and interactives

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)

Discussion assignments are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each discussion. The first discussion is an introduction video. For the following discussions, each thread must be 400 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 200 words. Each thread must contain at least 1 reference from the textbook reading and 1 biblical reference. Current APA format must be used.

Homework: Case Study Assignments (7)

Chapter Case Study Assignments are self-administered, guided problems that follow each of the readings. The purpose is to walk the student through the readings, emphasizing the points that will provide the foundation for understanding the overall importance of storytelling and touching narratives in communicating the benefits of an organization and/or its products and processes. 

Course Project Assignments (2)

The Course Project will focus on an organization that has used research to successfully shape a consumer narrative and marketing communication plan. The final product, the Course Project: Paper and Video Assignment, will include a 10–14-page paper and a video of at least 30 seconds.

Quizzes (3)

Each quiz will cover the Textbook material for the assigned modules: weeks. Each quiz will be open-book/open-notes and contain multiple-choice and/or true/false questions.