This course has been designed to introduce students to this new form of advertising & promotion from the perspective of both a brand working with influencers and as someone who wants to become an influencer. Our goals are to thoroughly understand how brands are currently working with influencers, their strategies, risk mitigation and obligations; and to provide the basic concepts of being an influencer including online compliance, contract negotiations and audience development.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

A deep understanding of the customer is essential to developing innovative products, services, and marketing strategies. Qualitative research methods enable firms to study customers and analyze the meaning and importance of their experiences. These methods can uncover in-depth insights about customers? lives and behavior, which are often not accessible through quantitative analyses of big data or conventional marketing metrics. This course introduces students to a set of concepts and research methods for generating, communicating, and leveraging customer insights. Students will learn and practice real-world skills, including culturally-oriented thinking, participant observation, interviewing, focus groups, and netnography (online qualitative research). Throughout the course, students will adopt the perspective of marketing researchers and managers as they learn to develop actionable marketing strategies based on sound thinking and rigorous qualitative research.

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301

Not available at this time

This is a stand-alone independent study designed by the student and faculty sponsor that involves frequent interaction between instructor and student. Qualitative and quantitative enrichment must be evident on the proposed contract before consent is given to undertake the study.