Fulltime MBA
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The University of Iowa The University of Iowa Henry B. Tippie School of Management
Tippie College of Business School of Management Fulltime MBA Curriculum


Marketing Research

The marketing research concentration track teaches you how to implement and interpret research techniques to better understand customer needs. Marketing research professionals translate research into strategic decisions to increase company profitability.

Typical marketing research career tracks include market analysis, market research, and customer relationship management.

Required courses include: 06M:230 and 06M:232 plus two of 06M:201, 06M:229, 06M:234, 06M:237, 06M:238 (contemporary topics course offered periodically), 06K:217, or a pre-approved class in correlation and regression.

06M:201 Directed Readings in Marketing

Independent study of a specialized topic in marketing.
(3 credits)
06M:229 Customer Relationship Management

Analytical approaches to customer relationship management; identifying good prospects and customer acquisition, customer development via up-selling, cross-selling and personalization, customer attrition and retention, and customer lifetime value. Issues, techniques and terminology associated with database marketing and data mining; decile analysis, RFM (reach/frequency/monetary) analysis, and predictive modeling using logistic regression and other techniques. Analysis of customer databases; assessing lifetime valuation (LTV) of customers, identifying “high potential” customers, estimating return on marketing investment, and building predictive models to estimate the probability of response to a marketing campaign. Prerequisite: 06N:211 and 06N:216.
(3 credits)
06M:230 Marketing Research Methods

Managerial applications of marketing research techniques, including methods of design, analysis, interpretation of marketing research studies; assessing value of information, sampling, sources of bias, instrument construction, interpretation of scanner data, geodemographic data, applications of integrated research systems. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:232 Buyer Behavior

Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products, services; application of consumer behavior concepts to decision making. Prerequisite: 06N:211.
(3 credits)
06M:234 Product Management

Consumer and business-to-business product strategy with an emphasis on new product development, branding, and pricing. Prerequisites: 06N:211 and 06N:216.
(3 credits)
06M:237 Field Studies in Marketing

Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: 06N:211 and 06N:216. Recommended: 06M:230.
(3 credits)
06K:217 Data and Decisions II

Advanced quantitative analysis techniques with management applications; multiple regressions, time series, Monte Carlo simulation, and linear, nonlinear, and discrete optimization; emphasis on spreadsheet-based modeling. Prerequisite: 06N:216 or consent of instructor.
(3 credits)