EMBRACING THE AUDIENCE:EMPATHY & ETHICS

Catalog description

This course is designed to empower students to become disciplined and astute discoverers of consumer behavior, and to develop an ethical code when engaging with consumers. Students will develop a thorough understanding of consumer behavior, consumer pain points, and the customer journey in order to develop empathy with their audience that leads to relevant marketing message creation. Students will strengthen their insight muscles and get into the mindset required of communication professionals with curiosity, introspection, and empathy: practicing the critical skills of observation, listening and inquiring, and analyzing qualitative data that create meaningful connections to the audience. Current research in consumer behavior, media ethics, digital technologies, and case studies in best practices will help inform student creation of messaging that engage consumers and adhere to ethical principles.