This course focuses on how to collect, analyze and use primary and secondary data in order to make more effective marketing decisions. Traditional marketing resources are introduced as well as up-to-date techniques for collecting primary data. Students will analyze information and make recommendations pertinent to the marketing plan. Required Textbook: Armstrong, G. & Kotler, P. (2017). Marketing: An introduction. (13th ed.). Upper Saddle River, NJ: Prentice Hall.
