Consumer Behavior

Catalog description

This course includes an understanding of consumer behavior in the digital marketplace and the foundation for digital marketing strategy. The student is introduced to consumer segmentation, use of consumer research, and trends in adoption of digital media. Exploration for channels of digital communications including desktop, mobile, tablet, gaming and TV are discussed and analyzed. The student is shown how to plan and execute basic consumer research using digital tools and the use of CRM (customer relationship management) tools to track and market to different consumer types.