MKTG 3650 - Design and Brand Research in Practice

Credit(s): 3
Lecture Hour(s): 3
Other Hour(s): 12
Other Hours Schedule Type: Experiential Learning

Design researchers collaborate across development, design, and marketing teams to evaluate current and upcoming user research needs that help to improve product definition and drive business goals. In this project-based course, students will learn how to create a research plan, find participants and integrate research methods in the context of a specific branding project. Some of the topics explored will be qualitative, quantitative, online and ethnographic interview techniques, video and photo documentary, immersion, participant-aided data gathering, prototype-assisted observation, methods for organizing data, finding patterns and distilling insights that lead to actionable and inspiring design directives for the brands of the future. We will also explore ways to integrate market research and design research to create insightful and impactful branded experiences, focusing on how their combined strengths can enhance design outcomes.

 

Prerequisite(s): MKTG 3258  and MKTG 3350  
GNED Cluster 3 - Tier 3