marketing communication 54-3810 - Applied Consumer Insights

Institution:

Columbia College-Chicago

Subject:

Description:

This advanced Marketing Communication course delves deep into the "WHY" of consumer behavior via qualitativeresearch techniques (e.g., ethnography, shopping tag-alongs, mini depths, "family" interviews, projective techniques, diary/journaling work etc.). Students work with consumers, seeking brand insights to better inform integrated marketing decisions (e.g., marketing, PR, advertising, sports marketing, etc.). This human behavior course is highly recommended for future marketing professionals, PR practitioners, strategic planners, advertisers etc. and is designed to complement Applied Marketing Intelligence, a quantitative marketing research course. 3 CREDIT S

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.colum.edu

Phone Number:

(312) 663-1600

Regional Accreditation:

North Central Association of Colleges and Schools

Calendar System:

Semester

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