The Bachelor of Business Administration in Marketing Research at the University of Georgia is a comprehensive undergraduate program designed to equip students with the essential skills and knowledge required for a successful career in market analysis and consumer research. This program provides a strong foundation in business principles while emphasizing specialized training in marketing research methodologies, data analysis, and strategic decision-making. Students will explore various topics such as consumer behavior, survey design, data collection techniques, statistical analysis, and the use of advanced software tools to interpret market data effectively. The curriculum combines theoretical understanding with practical application, preparing graduates to analyze market trends, assess customer needs, and develop data-driven marketing strategies that can influence business outcomes.

Throughout the program, students have opportunities to engage in real-world projects, internships, and collaborations with industry professionals, which enhance their practical skills and broaden their professional networks. The curriculum also covers emerging topics like digital marketing analytics, brand research, and the impact of social media on market research, ensuring students are well-versed in current industry practices. The program aims to foster critical thinking, problem-solving abilities, and ethical considerations in research practices, making graduates highly valuable to employers across various sectors including advertising, market research firms, consulting agencies, and corporate marketing departments. Upon completion, students are equipped to pursue careers as market research analysts, data analysts, brand managers, or continue their education through graduate studies in marketing or business analytics. The University of Georgia’s dedicated faculty, cutting-edge facilities, and strong industry connections create an enriching learning environment that prepares students to meet the demands of a dynamic and evolving marketing landscape.

The MMR program curriculum focuses on challenging, cutting-edge coursework and hands-on projects which are sponsored by the MMR Advisory Board and companies such as Microsoft, IBM, Coca-Cola, and Home Depot.

Our curriculum allows students to obtain an understanding of knowledge development tools and strategic applications, data acquisition, and insight extraction and dissemination. MMR students gain skills for designing intelligent marketing research solutions to specific business problems, analyzing data using sophisticated statistical tools and packages, preparing and presenting high-impact reports, and serving as a market intelligence consultant to managers.

The program is structured to encompass the tools & techniques, business acumen and ‘soft’ skills necessary to succeed in the industry.

Tools + Techniques

• Qualitative Research
• Statistics - Econometrics - Multivariate Statistics
• Sampling & Survey Research
• Experimental Design
• Conjoint - Data Mining - Web Analytics
• SAS - SPSS - Qualtrics - Sawtooth Software

Business Acumen + Context

• Business Fundamentals
• Marketing Strategy
• Consumer Behavior
• Advertising & Promotion Management
• Databased Marketing & Customer Relationship Strategy

Soft Skills

• Consultative Skills
• Presentation Skills
• Writing Skills
• Critical Thinking and Insights Development
• Story Telling

Coursework

The MMR coursework is completed in only 11 months, beginning in the summer semester (June) and ending the following spring semester. Students take approximately 13.5 credit hours per semester (40.5 hours overall) as follows:

Typical Course Sequence

Please note that the curriculum and coursework are continuously evolving to address the dynamic needs of the market research community. Thus, specific courses and content may change from time to time.

Marketing Research Projects

Students design and complete research projects in the area of marketing research under the supervision of a faculty member. The projects involve actual problems/issues in corporate supplier or client firms who serve as sponsors. Recent sponsors have included Coca-Cola, dunnhumbyUSA, Michelin, Eli Lilly, Walmart, PepsiCo, Johnson & Johnson Vistakon, Altria (St. Michelle Winery), The Home Depot, United States Postal Service, Rubbermaid, and MeadWestvaco.

Altria Executive Seminar Series

This series brings marketing professionals into the classroom to discuss their experience and expectations in marketing research as well as the current state of the industry. Seminars are followed by a formal question-answer session and reception.

• 1 Unofficial transcript from institutions you’ve attended (submit official transcript if admitted) [1]
• GMAT or GRE scores
• 3 letters of recommendation[2]
• Résumé (1 page)
• Statement of Purpose
• 2 proofs of degree
• TOEFL scores[3]
• Certificate of Finances form
• You must submit a one-time application fee via credit card online in order to complete your application — $75 for domestic applicants, $100 for international applicants.

Scholarships

• Graduate Assistantships
  A limited number of assistantships are available to highly qualified applicants and are competitively awarded on the basis of merit. The stipend is $6,000 and includes a tuition waiver. Assistantships require that students work approximately 13 hours per week under the faculty member. Past assistantships with faculty members have included research opportunities and positions with the Coca-Cola Center (webmaster, newsletter editor).
   
• Out-of-State Tuition Waivers
  Non-resident admitted students can seek to have a portion of their tuition waived for one academic year. These awards are based upon academic records and recommendation of the department. Candidates must have a 3.30 undergraduate GPA or a 3.50 graduate GPA and 550 GMAT and plan to be enrolled for a minimum of 12 hours each semester to be eligible for nomination. Decisions are typically made in late March/early April.

The University of Georgia offers a comprehensive program in Marketing Research designed to equip students with the essential skills and knowledge needed to excel in the field of market analysis and consumer insights. The program emphasizes a strong foundation in research methodologies, data analysis, and strategic decision-making processes. Students will gain expertise in designing surveys, conducting qualitative and quantitative research, and interpreting data to inform marketing strategies. The curriculum includes coursework in statistics, consumer behavior, marketing principles, and data analytics, ensuring graduates are well-prepared to analyze market trends and generate actionable insights. The program also provides practical experience through projects, internships, and collaborations with industry partners, enabling students to apply theoretical knowledge to real-world situations. Faculty members are experienced researchers and industry professionals who facilitate a rigorous academic environment and mentorship opportunities. Graduates of the Marketing Research program typically pursue careers in market research firms, advertising agencies, corporate marketing departments, and consultancy services. They play vital roles in understanding market demographics, evaluating product performance, and developing targeted marketing campaigns. The University of Georgia's commitment to research excellence, combined with its strong connections to the business community, creates an ideal environment for aspiring marketing professionals. Through specialized seminars, workshops, and access to state-of-the-art research tools, students are prepared to meet the evolving demands of the marketing industry in today's data-driven economy. The program is designed to develop analytical thinking, strategic insight, and practical skills that are essential for success in various marketing-related roles. Overall, the Marketing Research program at the University of Georgia offers a robust educational experience that combines theoretical knowledge with practical application, preparing graduates for competitive careers in the dynamic field of marketing.