Aug 09, 2022  
2013-2014 Course Catalog 
    
2013-2014 Course Catalog [ARCHIVED CATALOG]

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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
Requisites PREREQUISITES: 54-1601 Consumer Behavior  and 54-2500 Intro to Marketing Research 



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