54-3810 Applied Consumer Insights

Advanced Marketing Communication course delves deep into the WHY of consumer behavior via qualitative research techniques (e.g., ethnography, shopping tag-alongs, mini depths, family interviews, projective techniques, diary/journaling work etc.). Students work with consumers, seeking brand insights to better inform integrated marketing decisions (e.g., marketing, PR, advertising, sports marketing, etc.). This human behavior course is highly recommended for future marketing professionals, PR practitioners, strategic planners, advertisers etc. and is designed to complement Applied Marketing Intelligence, a quantitative marketing research course.
3 Credits