IMC Research Methods (PRAD208)
Students are introduced to the power of information in the reduction of risk and increase of power in the marketing communication process. Common research methods employed across the IMC framework are examined and practiced. Students focus on the differences between quantitative and qualitative approaches and examine both primary and secondary data in a number of case studies. Topics include: focus groups and concept testing, test marketing, simulations, and retail audits, tracking studies, the market research process and integrating results for IMC campaigns.