This course is for students interested in issues regarding data-driven marketing and marketing analytics. Marketing research serves as a central basis for marketing decision making; therefore, it is critical for a manager to understand marketing research and be able to specify what needs to be studied, how to study it, and how to interpret the results. The goal is to familiarize students with the fundamentals of marketing research and enhance their abilities to define and solve marketing problems and formulate appropriate data-driven marketing strategy.