Prerequisites:Consent of instructor The course provides an introduction to conducting both quantitative and qualitative research to support advertising and marketing decisions. The course also addresses how to use the research results to develop consumer and creative insights - and then translate those insights into positioning and other strategic elements to support strategic campaign decisions. Students will conduct research and develop a strategic brief for a client. Admission is by permission of instructor to ensure a variety of backgrounds appropriate to the client and research. Students successfully completing this class will be given preference for admission to MRKT 402 in the spring semester.
