COM324L - Research and Consumer Insight

3 Credit(s)

Liberal Arts
This course educates students about the function of agency Account Planners. Students learn to uncover and utilize significant consumer insights to develop effective marketing and integrated communication strategies. Students will delve beyond consumer functional needs to understand the consumer’s deeper needs. They will learn research techniques that will allow them to probe deeply into consumer motivations and desires. The student will learn how to probe and better understand consumer behavior, using relevant theories in this study of decision making. By the conclusion of class, each student will create and administer an original piece of consumer research, progressing from development through evaluation transforming researching consumer insights into consumer-focused strategy.

Offered When: Fall and spring.
Prerequisite(s): COM 220L