A critical element of any good marketing strategy is the insight gained from the market, especially customers. The most successful companies use market insight to shape strategies of what to produce, not merely how best to produce it. This studio addresses both traditional and cutting-edge approaches to marketing, promotion, and advertising, focusing on market research that drives valuable, actionable, and accurate insight of customers, competitors, and markets. Students learn how to conduct effective research that illuminates unseen opportunity and enables a deep understanding of customers. They apply theories and techniques learned in the course to a semesterlong project, culminating in an insightful, successful, sustainable business solution and a professional marketing strategy.

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