BAB Students Visit IMR Marketing Research Company

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YEREVAN, Armenia — Students of the Bachelor of Arts in Business (BAB) program at the American University of Armenia (AUA) Manoogian Simone College of Business and Economics (CBE) recently visited IMR LLC (International Marketing Research) for a presentation on marketing research as part of the Principles of Marketing course taught by CBE adjunct lecturer Anahit Armenakyan.

During the presentation, representatives from IMR explained the types of market and marketing research they conduct, highlighting the opportunities and challenges of conducting marketing research in Armenia. 

IMR is a well-established marketing research agency in Armenia, originally founded as “Marketing Communications” LLC in 2006. In 2010, the company was rebranded as IMRTM with a mission to bring international marketing research standards to the Armenian market. IMR is a member of ESOMAR (European Society for Opinion and Marketing Research) and follows the ICC/ESOMAR International Code of Marketing and Social Research Practices, requiring compliance with the standards of ethical and professional conduct for quality marketing research. The company’s clients frequently conduct internal audits, according to which it has consistently achieved a 99.8% accuracy rate.

Armenakyan spoke highly of IMR, noting that this was the second year in a row the company had offered to host AUA students. She praised the depth of the presentation, the hospitality of the IMR team, and their willingness to work with AUA students. Armenakyan looks forward to future collaboration with IMR, especially considering the company’s IMR Academy project (currently in its development stage), which would be of great value not only to undergraduate students, but to graduate students as well.

The Principles of Marketing course provides students with an introduction to marketing and marketing management. Through case studies, students learn to analyze, plan, and implement marketing strategies in order to achieve the objectives of a range of organizations. Students focus on key marketing tasks, such as marketing research, consumer behavior, segmentation and targeting, product and brand management, sales forecasting, pricing, marketing channels and promotion, and advertising strategies. The course also allows students to work in teams to develop and present an innovative marketing plan for a business of their choice. Weekly progress on team marketing plans and completion of reading assignments and case studies are also required. 

BAB student Mane Grigoryan highly valued IMR’s efforts in raising awareness about the importance of research in Armenia, especially among older generations who may not take the profession seriously. She is excited about IMR’s plans for starting an academy, which will create opportunities for young people to thrive in the field.

Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate, graduate, and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.