This course is designed to give the student an understanding of the critical importance of knowing and cultivating the current and potential consumers for an organization’s brands. The class explores factors that influence consumer behavior - the self, the peer group, the family, etc. — and probe demographic, psychographic, cultural and social network influences as well. In parallel, students will learn and apply research principles and complete a research project on campus or in the community.
Prerequisite Courses
Semester Offered
Offered spring