MKTG 348 - Qualitative Research and Planning

(3 S.H.)

This project-orientated course introduces students to marketing applications of qualitative research techniques from behavioral sciences. The course leads students through the process of identifying high potential issues, formulating qualitative research objectives, compiling qualitative research designs, collecting qualitative data, analyzing qualitative data, and formulating and presenting qualitative findings and applying them to the development of marketing communications. Prerequisites for College of Business majors and minors: Admission to the College of Business and MKTG 300 - Principles of Marketing. Prerequisites for non-College of Business majors and minors: Junior standing and instructor’s permission. Grade only.

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