Abstract
While a natural connection between marketing research and marketing strategy exists, these courses are generally taught as separate, standalone subjects. Therefore, students view them as each being its own silo of specific content. While students learn marketing research content, they don't understand its direct connection to marketing strategy. Furthermore, students often do not gain a clear understanding of the critical role ofresearch in informing marketing decisions. We report on an integration of the Marketing Research and Marketing Strategy courses. Qualitative and quantitative data are given showing that the integration enhanced learning outcomes and that students viewed the integration favorably.