Marketing Research for Consumer Insight

Catalog description

This course takes an interdisciplinary approach to understanding how customers make buying decisions through behavioral science and data analysis. Students will gain a deeper understanding of consumer buying behavior through the lens of psychology, cultural, and social factors. Students will develop skills for how marketing leverages data to make decisions about price, place, promotion, and product. An emphasis is placed on defining marketing needs and identifying research methodologies to provide consumer insights when developing brand strategies and marketing campaigns.