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Research for Marketing Communications

IMC 302 (Core)

Research for Marketing Communications covers analytic methods and metrics to develop, execute and evaluate marketing communications. Students learn how to design questionnaires and analyze survey results and evaluate customer behavior by analyzing customer databases. Covers methods to evaluate media use including web analytics and social media metrics. Develops hands-on analytic skills with Qualtrics survey software and SPSS statistics software.

Prerequisites: Sophomore standing and admission into the IMC Certificate program