Course Description for Advertising & PR Research
Advertising & PR Research
Prerequisite: MMC 1004, MMC 3105, and ADV 3008 or PUR 3000
Description: This case-based course involves the acquisition, evaluation, and analysis of information for strategic communication such as advertising and public relations. Primary and secondary research projects are designed, executed, analyzed and presented by students. Emphasis is given to six primary areas: understanding the scientific method for answering brand- and marketing communications-based questions; developing explicit and measurable research objectives; developing adequate research plans to solve those objectives; selecting and implementing appropriate methodologies to answer the questions proposed by the objectives, analyzing data; and preparing the reports that communicate the results of the research.