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American University in Cairo



Detailed Course Information


May 20, 2024
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Information Select the desired Level or Schedule Type to find available classes for the course.

SBSM 104 - Marketing Research
The course covers the concept and techniques of marketing research with special interviews, statistical analysis of data and its implications. Methods of developing interviews, statistical analysis of data for actual problems, collection of information, and stress on its analysis. Topics covered will include explaining the marketing research process, utilizing qualitative and quantitative research techniques, dealing with field work and data quality issues, functions in the business fields, key issues in successful management, basic concepts of financial decisions, long term and short term financial decisions.


1- SBSM101 Principles of Marketing or SBOM106 Marketing for Non-Marketing professionals

2- SBSM102 Consumer Behavior

3- SBSM103 Professional Selling Skills

Part of the:
* Foundation Certificate in Marketing
* Career Certificate in Digital Marketing

Learning Outcomes: Upon successful completion of this course, the learners will be able to:
1. Explain the marketing research process.
2. Demonstrate the business problem and determine research objectives.
3. Use secondary data and information database.
4. Utilize exploratory and qualitative research techniques.
5. Develop questions and design questionnaires.

Term duration: 6 Weeks
Schedule: 2 Sessions/week - 2.5 Hrs/Session

Assessments and Attendance:
Learners are assessed throughout the term by tests, quizzes, assignments, projects or othermeans of evaluation. End-of-term achievement tests measure learners’ overall performancein the course. The final grade in each course is based on learners’ performance oncontinual assessment measures and the final test. Final course grades are NOT based on attendance, since in accordance with SCE’s attendance policy, learners must attend at least 60% of the class sessions in order to be allowed to take the final examination.

3.000 Continuing Education Units
3.000 Lecture hours

Levels: Continuing Education
Schedule Types: Lecture

SCE Career Development Department

Course Attributes:

Must be enrolled in one of the following Programs:     
      Digital Marketing
Must be enrolled in one of the following Levels:     
      Continuing Education
Must be enrolled in one of the following Colleges:     
      School of Continuing Education
Must be enrolled in one of the following Majors:     
      SCE Career Development
Must be enrolled in one of the following Departments:     
      SCE Career Development

(Continuing Education level SBSM 101 Minimum Grade of D and Continuing Education level SBSM 102 Minimum Grade of D and Continuing Education level SBSM 103 Minimum Grade of D)

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