Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.
Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the main subject of this course. In this course, you will learn how to be an intelligent consumer of information when it comes to market research and analysis, so you can become a more effective decision maker. You will first look at market research, the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation. Next you will examine different ways to analyze the data acquired. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.
KEY COURSE TAKEAWAYS
- Identify a market research opportunity to explore during this course
- Describe the appropriate research methods you'll use to explore the opportunity you defined
- Consider the costs and potential profits of the product or service you are researching
- Develop a plan to use additional analytical tools to help shape your marketing strategy
How It Works
3-5 hours per week
100% online, instructor-led
Who Should Enroll
- Marketing managers
- Project and product managers
- Anyone responsible for producing or executing a marketing plan
- Non-marketing professionals and business leaders looking to develop marketing strategy