MRCB_Program_Quick-Facts_Sheet
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This one-year Master's program trains students in market research and consumer behavior. It includes courses in market research, analytics, consumer behavior, business, marketing, and leadership. Students complete projects with companies like Millward Brown, Nielsen, and Orange to integrate their learning. Candidates with various educational backgrounds can apply, and students typically have 0-10 years of work experience.
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future; and
• Promote innovative and effective teaching.
Culminating from these institutional values and
educational goals, Kaplan Singapore’s Desired
Graduate Attributes are:
Inquiry and criticality: Graduates will be able to
critically collect, evaluate and apply information and
data in order to make decisions in a wide variety of
professional situations. This attribute is demonstrated
when students:
• Undertake, evaluate and apply appropriate
research, theories, concepts and tools to
investigate problems and find solutions;
• Exercise critical thinking and independent
judgement to assess situations and determine
solutions; and
• Have an informed respect for the principles,
methods, values and boundaries of their profession
and the capacity to question these.
Ethicality and discernment: Graduates will be able to
assess situations and respond in an ethically, socially
and professionally responsible manner. This attributed
is demonstrated when students:
• Act responsibly, ethically and with integrity in their
profession;
• Hold personal values and beliefs and participate
in the broad discussion of these values and beliefs
while respecting the views of others;
• Understand the broad local and global economic,
political, social and environmental systems and
their impact as appropriate to their discipline and
profession; and
• Acknowledge personal responsibility for their own
judgments and behaviour
Ability to communicate well: Graduates will
recognise the importance and value of communication
in the learning and professional environment. This
attributed is demonstrated when students:
• Create and present knowledge, arguments and
ideas confidently and effectively using a variety of
methods and technologies;
• Recognise the wide range of possible audiences
for information and respond with communication
strategies appropriate to those audiences; and
• Work collaboratively with people from diverse
backgrounds and be aware of the different roles
of team members and to function within that team.
Independent and reflective practitioner
• Graduates will be able to work independently and
be self-di ...
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- 1. COURSES PROJECTS Master in Market Research & Consumer Behavior MILLWARD BROWN MARKETING CHALLENGE NIELSEN MARKET RESEARCH CHALLENGE THE ORANGE INTEGRATION CHALLENGE PROJECT CHALLENGE PROJECT MISSION TIMING PANEL Student teams work intensely over a weekend on a marketing case provided by Millward Brown. Nielsen hosts a competition in which student teams must address a business situation through market research, develop recommendations, and sell their recom- mendations to the client. Student teams are organized based on in- terest, choose one among a set of Orange’s current business challenges, and conduct a comprehensive market research project in collaboration with Orange executives. Understand business situation and recommend appropriate marketing actions that the client should pursue. Understand business situation, carry out quantitative and qualitative market research and drive business decisions with research findings. Integrate learning across the Masters pro- gram (business, research, consumer beha- vior, leadership) to develop an appropriate research approach, conduct research, and present recommendations to the client. 4 days 6 Weeks 8 Weeks Executives from Millward Brown Executives from Nielsen Executives from Orange IN COLLABORATION WITH …and others. This one-year Master program trains students in the four core areas critical for professional success in diverse career paths in market and consumer research. Students in the program are highly-qualified individuals from around the world with undergraduate degrees in business, social sciences, or applied sciences. Candidateswithundergraduateeducationinhumanitieswhocandemonstrate appropriate analytical skills are also encouraged to apply. Students typically have work experience ranging 0 to 10 years. web: www.ie.edu/mrcb mail: Learnmore.mrcb@ie.edu • Market Research Industry & Careers • Marketing Fundamentals - The Mix • Product & Services Marketing • Branding & Advertising • Managing the Customer • Digital Branding & Social Media • Market Intelligence: Industry Analysis & Strategy • Marketing Effectiveness & ROI • Driving Business through Market Research • Innovation, Creation & Entrepreneurship • Projects, Proposals & Negotiation • Leadership Essentials • Influence & Persuasion • Positive Leadership • Interviewing Skills • Working in Teams-Defining a Team • Working in Teams - Becoming a Team • Communication Skills-Verbal Presentation • Communication Skills -Data Visualization • Personal Branding, Networking & Employability BUSINESS&MARKETING • Introduction to Market Research • Data Sources for Market Research • Focus Groups & In-depth Interviews • Observational Methods • Surveying Consumers & Citizens • Introduction to Statistics for Professionals • Quantitative Tools for Data Analysis • Market Research Panels • Web Mining & Social Media Monitoring • Industry Applications of Market Research • Consumer Landscape & Journey • Psychological Foundations of Behavior • Consumer Identity & Personality • Consumer Decision Making • Psychology of the Marketing Mix • Ethnography, Anthropology & Cultural Marketing • Neuromarketing & Trends in Consumer Behavior 20% LEADERSHIP 15% CONSUMERBEHAVIOR 25% MARKETRESEARCH&ANALYTICS 40%