Go to Main Content

Georgetown University


Detailed Course Information


Fall 2017
Jan 18, 2018
Transparent Image
Information Select the desired Level or Schedule Type to find available classes for the course.

MPMC 600 - Consumer Research & Insights
This course is a foundational component of the integrated marketing communications (IMC) program. The course builds student knowledge of research approaches and techniques, equipping them to keep consumer interests and needs at the center of integrated campaigns. Students will learn how to design, interpret, and apply primary and secondary research techniques used in campaign development, execution, and evaluation. Topics include how to locate and mine existing databases and resources; best practices for designing and executing surveys, in-depth interviews, focus groups, and observational studies; and how to incorporate digital tools and emerging technologies as part of an overall research plan. Focus will be placed on how to develop meaningful insights from research to guide audience segmentation and targeting, message strategies, creative development, and channel selection. The course combines textbook learning with real-world examples and applications so that students can experience research in practice.

3.000 Credit hours
3.000 Lecture hours

Levels: MN or MC Graduate
Schedule Types: Distance, Lecture
All Sections for this Course

Marketing Communications Department

Must be enrolled in one of the following Programs:     
      ND Integrated Mkt Comm OL
      MPS Integrated Mkt Comm OL
Must be enrolled in one of the following Majors:     
      Integrated Marketing Comm

Return to Previous New Search
Transparent Image
Skip to top of page
Release: 8.7.2