MGTA 3011

Focusing on agri-food businesses’ operations and current consumer trends, this course will train students with fundamental skills to understand consumers and extract insights from data. This course will introduce basic methods commonly used in marketing research, including qualitative and quantitative data collection, analyses, and results interpretation. Through hands-on experiences, students will learn how to conduct surveys, sensory tests, focus groups, and in-depth interviews and how to utilize the research to support business decisions. The cases used in the course are situated in the context of digital marketing analytics. This course will be delivered in a mixture of in-person lectures and interactive online learning experiences.