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Market Research and Consumer Behavior

This course equips marketing professionals with the knowledge necessary to understand markets and consumers and to apply that analysis to guide companies, nonprofits, or individuals in the design and promotion of winning products and services. In class, you will design and manage mock focus groups, conduct customer and voter surveys, develop and test new products and services, analyze market opportunities, examine social networks, design and track advertising campaigns, and study customers to understand how they think and feel. The course work emphasizes the development of specific and practical marketing expertise and skills, including methods of market research, the psychology of consumers, and the business of marketing and advertising. If you consider yourself a creative or analytical person and you are interested in developing a deeper understanding of how people behave as consumers, then this course will assist you in reaching that goal.

More details

You'll Walk Away with

  • An understanding of the different perspectives that characterize the study of consumer behavior
  • The ability to apply theories of consumer behavior to the formulation of effective marketing strategy
  • Knowledge of trends based upon research into consumer behavior
  • The skills to analyze the challenges that might influence the formulation of effective marketing strategies from a consumer behavior perspective

Ideal for

  • Professionals who are trained in market research and consumer behavior
  • Those who work in roles and industries related to market research, consumer insight, product design and development, integrated communications, psychology of marketing, advertising, consulting, political campaigns, and public policy
  • Students who hold a degree in marketing, advertising, or any of the social sciences or applied sciences
NO open sections available for this course at the moment. Please check back next semester.
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    • Section

      1
    • Semester

      Spring 2018
    • Date

      Feb 7 - Mar 14
    • Day

      Wednesday
    • Time

      6:00PM-8:30PM
      • In-Person
    • Format

      In-Person
      • In-Person
    • Sessions

      6
    • Faculty

      Galloway, Judy
    • Location

      Norman Thomas Center
    Tuition $525