COURSE NUMBER: EWMBA267-1

COURSE TITLE: Marketing Research

UNITS OF CREDIT: 2 units, 10 weeks

INSTRUCTOR: Michele Madansky

E-MAIL ADDRESS:

CLASS WEB PAGE LOCATION: bSpace

MEETING DAY(S)/TIME: Monday, 6-9:30pm

PREREQUISITE(S): EWMBA core curriculum

CLASS FORMAT:

REQUIRED READINGS:

BASIS FOR FINAL GRADE:

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
Customer insights are used to drive business decisions across product, marketing, corporate development, PR and sales.  Managers (and entrepreneurs) need to understand when and how to best initiate and leverage market research to support their organization.  You will walk away from this course understanding the breadth of research tools and methodologies that can be used to answer a variety of management challenges.  You will develop a critical mind for methodological considerations and what makes research efforts sound and valuable. 
This course will not teach you the nuts and bolts of how to do marketing research.  Rather, it is designed for the business manager who needs to be aware of what market research can do for him/her, when and how to engage marketing research specialists intelligently, and how to interpret the marketing research findings.
The main course project will be working on a specific research project for a real client.  Self-selected groups will work together to use secondary research, conduct qualitative and quantitative research and consolidate key findings into a presentation for senior management.  These executives will attend and critique your final presentations on the last two weeks of the semester. BIOGRAPHICAL SKETCH:
Michele Madansky runs a media and market research consultancy specializing in online media and measurement.  Her clients have included Microsoft, Huffington Post, Pubmatic, MMA, ESPN, The New York Times, Martha Stewart Living Omnimedia, GSN, Videoegg and Technorati.

From 2003 to 2007, Michele was Vice President of Global Market Research for Yahoo!  She built and led a team that was responsible for all primary and syndicated research to support Yahoo!’s product, marketing, sales, and corporate needs.

Prior to joining Yahoo!, Michele spent her career in advertising, focusing on quantitative research and online marketing. In New York, she worked at BBDO in their marketing sciences group and as the agency’s first interactive media specialist.  Prior to joining Yahoo!, Michele was managing partner at Grey Insight Partners, an analytics consultancy. 

Michele holds a Sc.B. from Brown University, and an MBA and Ph.D. from the University of Chicago’s Graduate School of Business. Her dissertation is entitled “Traditional Ads in an Interactive Environment.”