Strategic Marketing and Research Analysis

Program Overview

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The Marketing Research Analysis program at Conestoga College equips students with the skills to conduct in-depth research, analyze data, and interpret findings to inform business decision-making. Through hands-on projects and industry collaborations, students develop expertise in research design, data collection, and data visualization, preparing them for careers as market research analysts, business intelligence analysts, and marketing managers.

Program Outline

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Marketing Research Analysis (Ontario College Graduate Certificate)

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Degree Overview:

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Description:

This program provides students with the knowledge and skills needed to support real-world business decision-making and planning through in-depth research collection, data management, and data insights.

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Objectives:

• Understand the role of marketing research in business decision-making.
• Develop skills in research design, data collection, and data analysis.
• Interpret and communicate research findings to inform business strategies.
• Utilize emerging research tools and techniques.
• Code: 1597
• Delivery: Full-time
• Length: 1 year
• Start: September 2024
• Campus: Kitchener – Doon
• Credential: Ontario College Graduate Certificate

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Outline:

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Content:

• Research methods
• Data collection and analysis
• Business intelligence
• Strategic decision-making
• Data visualization and storytelling

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Structure:

• The program is divided into two semesters.
• Each semester includes a combination of lectures, tutorials, and hands-on projects.

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Course Schedule:

• The course schedule will be available closer to the program start date.

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Modules:

• Module 1: Fundamentals of Marketing Research
• Introduction to marketing research
• Research design and methodology
• Data collection methods
• Module 2: Quantitative Data Analysis
• Descriptive statistics
• Inferential statistics
• Regression analysis
• Module 3: Qualitative Data Analysis
• Focus groups
• Interviews
• Content analysis
• Module 4: Business Intelligence and Data Visualization
• Data warehousing and data mining
• Business intelligence tools
• Data visualization techniques
• Module 5: Strategic Decision-Making and Marketing Research
• Applying marketing research to business decisions
• Developing marketing strategies
• Measuring the impact of marketing campaigns

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Assessment:

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Assessment Methods:

• Assignments
• Exams
• Presentations
• Projects

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Assessment Criteria:

• Understanding of marketing research concepts
• Ability to apply research methods
• Analytical skills
• Communication skills

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Teaching:

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Teaching Methods:

• Lectures
• Tutorials
• Hands-on projects
• Guest speakers
• Industry visits

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Faculty:

• Experienced faculty with expertise in marketing research
• Industry professionals

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Unique Approaches:

• Emphasis on real-world case studies
• Use of industry-standard software
• Opportunities for students to work on real-world projects

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Careers:

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Career Paths:

• Market research analyst
• Business intelligence analyst
• Data analyst
• Marketing manager
• Product manager

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Career Opportunities:

• Marketing agencies
• Advertising agencies
• Consulting firms
• Consumer goods companies
• Technology companies

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Outcomes:

• Graduates of the program are prepared for a career in marketing research or a related field.
• The program provides students with the skills and knowledge they need to be successful in the workplace.

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Other:

• The program includes an emphasis on emerging research tools and techniques.
• The program adheres to professional and strategic presentations.
• Students will have the opportunity to formulate research questions, develop research designs, execute research from primary and secondary sources, perform data analysis, and interpret results.
• Students will leverage key insights to prepare and communicate complex business recommendations through data-driven presentations and storytelling.
• The program includes an emphasis on emerging research tools and techniques.
• Students will have the opportunity to attend industry events and guest speaker sessions.

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| Description | Fall 2024 | Winter 2025 | |---|---|---| | Grad. Cert. Program Tuition | $7922.00 | $7922.00 | | Administration Fee | $25.00 | $25.00 | | Capital Development Fee | $84.22 | $84.22 | | CSI Advocacy Fee | $8.00 | $8.00 | | CSI Association Fee | $102.00 | $102.00 | | CSI College Int'l Health Insurance Plan (CIHIP) | $530.00 | - | | CSI Extended Health & Dental Plan Fee | $330.00 | - | | CSI Legal Care Fee | $30.00 | - | | CSI UPass Fee | $118.97 | $118.97 | | eText Fee | $727.00 | $114.00 | | Graduation/Alumni Services Fee | $20.00 | $20.00 | | ISR | $375.00 | $375.00 | | ONE Card Fee | $7.50 | $7.50 | | Recreation/Athletics Fee | $70.50 | $70.50 | | Student Services | $86.00 | $86.00 | | Technology Enhancement Fee | $110.00 | $110.00 | | CSI - Student Welcome Kit Fee (optional) | $70.00 | - | | CSI Student Club & Society Fee (optional) | $4.00 | $4.00 | | CSI Student Events Fee (optional) | $30.00 | $30.00 | | Sustainability Fee (optional) | $5.00 | $5.00 | | Term Total | $10655.19 | $9082.19 | | Year Total | $19737.38 |