This course will introduce and discuss the concept and design of market research in Integrated Marketing Communication. It begins with a discussion on market research design and process, followed by qualitative and quantitative research method. The course will then specifically look into the different techniques of market research according to the needs of the organization such as market segment research, brand positioning research, new market research, advertising effectiveness research and others.
- Lecturer: DR. SURIATI BINTI SAAD
- Lecturer: EN AMIR BATOUEI
- Lecturer: PROFESOR MADYA DR. BAHIYAH BINTI OMAR
Skill Level: Beginner