Method
Flexible
Term
SPRING
Units
2.0 QUARTER UNITS
Cost
$700
Course Description
Formerly "Power of Market Research."
Market research provides the foundation for informed business decisions. This course introduces the methods and applications of market research with a focus on supporting strategic decisions in product planning, pricing, communications, distribution, and customer engagement. Students learn how to design research studies, collect and interpret data, and apply findings to guide marketing strategy. Through applied assignments, real-life examples, or discussions, students practice secondary and primary research techniques, survey design, and competitive analysis. The course also examines how modern analytics and AI-enabled technologies are influencing market research practice.
Topics
- From basic survey techniques in both primary and secondary research to an understanding of the power of statistical fact-gathering and analysis
- Sources of secondary research
- Primary research process and costs
- Developing a survey for in-person and online usage
- Translating, assessing and defining market trends
- Customer profiling and typical product persona development
- Competitive market segment and customer analysis
- Integrating results into business planning
Additional Information
AI* - This course will examine how to use AI to gather and summarize secondary research, and will use AI to help synthesize primary research data and results.
Currently no classes scheduled. Would you like to be notified when a class is available?
You may enroll in this offering at any time.
May. 4 - Jun. 15, Monday, 5:30pm - 9:00pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X401.(17)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Mon, 05-04-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 05-11-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 05-18-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 06-01-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 06-08-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 06-15-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
No meeting on May 25, 2026. To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
This course applies to these programs:
