MKTG 7986 3.00
|Title||CRAFTING HIGH IMPACT CONSUMER RESEARCH|
|Department||MARKETING - ROOM SSB N304A, (416) 736-5076 fax (416) 736-5762|
This course complements MKTG 7985: Research Paper Formation. It exposes students to the process of creating research papers with the potential for high impact. Students learn elements of the craft such as: the importance of engaging storytelling; identifying compelling gaps in theoretical conversations and/or starting an altogether new research conversation; designing a paper’s empirical logic; factoring in managerial and policy implications; and navigating review processes.
Prerequisite: SB/MKTG 7985 0.00.