BM2502 MARKET INTELLIGENCE IN THE AGE OF AI & DATA-DRIVEN INSIGHTS

This course equips students with future-ready marketing research skills, with a strong focus on leveraging Generative AI (GenAI), data visualisation, and storytelling to enhance research efficiency and insight communication. Students will learn to design research methodologies, collect and interpret data, and translate findings into actionable marketing strategies. Rather than focusing on complex statistical techniques, this course emphasizes practical application, enabling students to use AI-driven tools, qualitative and quantitative methods, and data storytelling to support decision-making. Through hands-on projects, students will develop real-world research expertise, preparing them for roles in consumer insights, market intelligence, and digital marketing analytics. As Singapore continues to expand its AI and data analytics capabilities, this course aligns with industry demands, ensuring that students gain cutting-edge skills in marketing research that are relevant to Singapore and the broader ASEAN market.