Strategic Marketing and Research Analysis

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Courses - September 2025

Level 1

Course details

Professional Communications and Reporting  
COMM8550

Description:

Getting into the job market is a tough nut to crack, and sustaining a career long-term requires a strong foundation of professional workplace communication skills. In this course, students will develop workplace communication skills for a professional research environment. Students will learn how to engage and build relationships with different stakeholders including clients, vendors, managers, and team members. They will learn how to communicate complex information to a variety of audiences and how to deliver convincing presentations. Topics covered include effective stakeholder communication and management, cultural competency, emotional intelligence, negotiation, conflict resolution, and appropriate use of electronic communications (e.g., text messaging, emails, and social media). Students will also learn how to create strategic visualizations, webinars and dashboards that can be used in core research projects at the workplace.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Information Technology for Marketers
COMP8090

Description:

In this course, you will gain hands-on experience using software essential for marketers, including Microsoft Excel and SPSS. You will learn how to create spreadsheet documents and analyze data in a marketing environment. You will learn and apply advanced features of spreadsheet applications to develop comprehensive solutions to business marketing problems; and utilize the advanced database functions and business intelligence tools of a spreadsheet to make comprehensive and informed business marketing decisions. A variety of software features will be explored including spreadsheet designs; basic to advanced formulas and functions; charting and database features; PivotTables and Pivot Charts; dashboarding and monitoring tools, and a variety of formatting tools.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Conestoga 101
CON0101

Description: This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.
  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Marketing Fundamentals
MKT8500

Description:

In this course students will be introduced to traditional marketing concepts, analyses, and activities that comprise marketing management. These skills will help students to solve foundational marketing problems. Students will also be introduced to some of the basic formulas and arithmetic which marketers use to measure, evaluate, and plan different marketing activities. Topics include marketing strategy, segmentation, product management, pricing, promotion, distribution, market share analysis and competitive analysis.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Marketing Research: Strategy, Stakeholders, and Ethics  
MKT8510

Description:

In this course students will explore the foundation of marketing research principles, such as how marketing research is used to inform marketing decisions, and how it supports the marketing function. Students will delve into the most important choices made in research design, such as the role of primary and secondary research, and when to use qualitative versus quantitative approaches. Students will learn about The Code of Conduct and industry association practices, and explore the impact of Canada's privacy legislation, the Personal Information Protection and Electronic Documents Act (PIPEDA). Topics include the traditional research designs used in marketing research, such as observation, hypothesis testing, experimental design and modeling. Once the key theoretical concepts are reviewed, they are applied in design-oriented case studies.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Quantitative Marketing Research Design, Execution, and Analysis 
MKT8520

Description:

In this course, students will gain a thorough knowledge of the principles and tools of statistical reasoning and analysis. Students learn a variety of approaches to analyze quantitative data related to marketing research. Topics include sampling and weighting, probability, central tendency, variation, estimation, hypothesis testing, correlation analysis, statistical reasoning and interpretation and nonparametric statistics.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Qualitative Marketing Research Design, Execution, and Analysis 
MKT8530

Description:

In this course, students will investigate current theories and applications of non-empirical or qualitative marketing research techniques. Topics include the latest marketing research techniques being used in the world of in-person and online qualitative market research, focus groups, mini-groups, in-depth interviews, projective techniques, bulletin boards, and live chat. Students will apply this learning with hands-on experience by analyzing recent case studies using qualitative research in areas such as advertising, communications, product development, policy development and customer satisfaction.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Marketing Psychology & Consumer Behaviour
MKT8540

Description:

Great marketers know how their customers think and act. They pay extra attention to consumer behaviour: the way people buy and use products and services. Understanding consumer behaviour can help you crawl inside the mind of a customer and be more effective at marketing, design, packaging, product development, and every other initiative that impacts your buyer.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Level 2

Course details

Career Management
CDEV8132

Description: This course focuses on career management skills needed to navigate the evolving workplace. Students will evaluate their skills, attitudes, and expectations within their chosen careers and explore emerging trends in the workplace. Students will refine their networking strategies and create marketing documents to position them for success. Mock interviews will provide the opportunity for practice, feedback, and reflection as students prepare for future interviews. Students will explore communication strategies that support workplace success and advancement. By the end of this course, students will have created a personalized career management plan.
  • Hours: 28
  • Credits: 2
  • Pre-Requisites:
  • CoRequisites:

Descriptive Design 
MKT8550

Description:

In marketing research, it often proves to be the case that collected data is only as good as the questions that are asked. Students will develop research questionnaires in the context of consumer behaviour and public opinion. Focus is on the structure and design of questionnaires, including the purpose, use and construction of questions, such as open-ended, multiple choice, ranking, paired comparison, summated scales, product rating, attitude scales and demographic questions. Students will create different types of questions using practical exercises and discussions. Students will learn and leverage key survey software such as Qualtrics.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Strategic Marketing Case Analysis
MKT8560

Description:

Walk the walk, talk the talk. By the time you get to your final semester of this program, you will have been exposed to the breadth and depth of marketing. In Strategic Marketing Case Analysis you’ll have the chance to pull it all together just like a real marketer, to make decisions, to debate your point of view, to critically assess and learn from real marketing events. You will use case studies to practice decision making, using a variety of marketing analytical tools. Through written reports, presentations and highly interactive class discussions, you will defend your analysis and recommendations. Once you’ve completed this capstone marketing course, you will be ready for the real world of marketing.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Marketing Research Technology and Analytics
MKT8570

Description:

Great marketing decisions are typically based on the sophisticated analysis of timely in-depth consumer, competitor and environmental information. Students in this course will get hands-on experience with the tools used by the most advanced marketing consultants and large successful marketers. Topics include data mining, data segmentation, SPSS, predictive analytics, key marketing models, UX research, and applied learning through discussions, cases and projects.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Global Marketing
MKT8580

Description:

Marketing in the global and intercultural context is an important principle for market researchers as the breadth of product penetration expands. In this course students will develop an appreciation for the principles of doing research on an international and intercultural level. The challenges of conducting research in major markets, such as the United States, Europe and Asia are also discussed. Students will review the European Society for Opinion and Marketing Research (ESOMAR) standards. The learning activities include case studies to focus on the international aspects of marketing research.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Marketing Research Capstone Project
MKT8590

Description:

The Marketing Research Consultancy Capstone Project is designed to provide you with practical and comprehensive experience in managing real-life research consulting projects. Building on the foundation laid in the Strategic Marketing Research Analysis program, this course focuses on completing simulated client research projects. The entire research process is covered, from project inception and creation of objectives to the final presentation of the written report.

Overall, the course aims to bridge the gap between theory and practical application, preparing you for real-world challenges in the field of marketing research consulting.

  • Hours: 84
  • Credits: 6
  • Pre-Requisites: MKT8520 AND MKT8530
  • CoRequisites:

Emerging Techniques in Market Research
RSCH8290

Description:

Marketing Research and Analysis are dynamic fields, with new approaches rapidly evolving and changing the research landscape. In this course students will explore emerging techniques, ranging from Insight Communities to Text Analytics to Web Analytics, as well as current topics relevant to future careers. In addition, students will investigate practical applications of marketing research that may be of interest to potential employers and clients. Students will evaluate research methods and recommend appropriate techniques using real-life case studies. Software/Topics explored includes Tableau, Artificial Intelligence / Virtual Assistant Technology, Social Listening, Micro-Data, and ChatBot Research.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
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Program outcomes

  1. Apply marketing research techniques, analyze the results, and recommend actions to solve business challenges and answer questions for various audiences and stakeholders including internal, and client-facing.
  2. Analyze and interpret data as it relates to various aspects of a business organization's readiness to change
  3. Analyze, organize, and manipulate data to support problem solving, business decision-making, and opportunity identification
  4. Devising strategic insights and recommendations based on research evidence and assess potential threats within a larger organizational decision process.
  5. Design, construct, and communicate an applied marketing research project that applies both theoretical, and conceptual, using research tools and techniques to ensure client's business needs are achieved.
  6. Assess and apply business intelligence and Big Data tools appropriate to the business decisions, business problems, data movement, and system workloads
  7. Develop statistical and predictive models that use operational and marketing data to identify patterns and provide insights to business stakeholders
  8. Prepare and communicate complex materials verbally, in writing, and digitally for a variety of audiences, purposes, and in various levels of detail.
  9. Conduct consumer behaviour research, with a high degree of accuracy, and reliability, to evaluate outcomes and inform major business decisions.
  10. Deliver data-oriented projects using data science, business analysis, and project management principles, tools, and techniques to ensure client's business needs are achieved