Market Intelligence

AY2020/2021 Semester 1

This course aims to develop students' basic skills in conducting and evaluating marketing research projects. It is primarily designed for those who intend to pursue a career in marketing research and for those who will rely on marketing research information for decision making. The main emphasis is on problem formulation, research design, methods of data collection, and data analysis. Throughout this course, you will be guided into thinking like a Marketing Manager when applying marketing research concepts and tools to assist marketing decision-making. Specifically, at the fundamental level, this course will introduce you to key marketing research concepts and methods, thus equipping you - as future managers - with the knowledge to make effective marketing decisions. More broadly, you will learn to appreciate the relevance of marketing research for marketers, policymakers, and organizations.