General Information
Instructor(s)
Instructor Bio
Claire Tsai is Professor of Marketing and Director, Faculty Recruiting at Rotman School of Management, University of Toronto. She has an MBA degree with an economics major and a PhD degree in Marketing and Behavioral Science from the University of Chicago. Claire has worked in financial services in New York, Taipei and Hong Kong. Since 2018, Claire has been the Chief Behavioral Scientist of Tevah Advisory, an innovative consulting company that combines applied behavioral economics and data analytics to solve policy issues and tackle business challenges. Her clients include governments, NGOs, and corporations in industries including telecom, health care, finance, CPG, and manufacturing. She was appointed to be the Behavioral Economist by the Competition Bureau Canada for their market study of Competition in Canada’s Broadband Industry. Claire speaks to policymakers, managers, and executives on all matters related to behavioral economics, financial decision making, health care, consumer happiness, and consumer experience management. Claire’s research is on judgments and decision making in the areas of finance, health care, and e-commerce. She has published widely in leading academic journals including Journal of Consumer Research and Journal of Marketing and often receives featured coverage in popular media outlets such as the Wall Street Journal, Time.com, Globe and Mail, ABC News, CBC News, and Harvard Business Review. In 2019, Claire founded the CREATe lab that explores inter-disciplinary research in marketing, psychology, economics, and management.
Target Audience
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.
Format
The course consists of pre-recorded lectures (asynchronized content), webinar (synchronized meetings), guest lecture, case studies, in-class exercises, individual and group assignments.
Course Mission
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.
Course Scope
Specifically, the objectives of the course are:
- To improve students’ problem definition skills
- To develop research design skills
- To empower students with the necessary skills of implementing a research design
- To provide students with hands-on experience in each step of a marketing research process
To this end, the course is organized into the following sections: problem definition, research design formulation, data collection, data analysis, and output presentation. To achieve the above objectives, I will use a combination of lectures, case discussions, and hands-on exercises.
Evaluation and Grade Distribution
| Component | Due Date | Weight |
|---|---|---|
| Class Participation | Ongoing | 15% |
| Group Assignments | Due on June 12 | 40% |
| Final Assessment (Individual Report) | Due on July 3 | 45% |
Required Resources
Online course package and various required readings.
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