MRKT 3512 Customer Insights

4 semester hours

This course is designed to enable students to develop customer insights through learning about customer behavior and conducting marketing research. It will bring together two large areas of marketing, drawing from bodies of knowledge in customer behavior and marketing research, encompassing theory and method. The customer journey from awareness and learning to decision-making, consumption and disposal will be covered. Individual, household, and organizational customer behavior will be covered in the course. Emphasis will be placed on gaining insights about customers and marketplace through incorporation of marketing research methods inclusive of, but not limited to, qualitative and quantitative methods in conducting survey design, causal effects and relationship testing. Developing insights about consumers globally within the context of global environments will also be integrated into the course.

This is a Required Foundation Course for the A-LIST, COIN, and MA Pathways.

Prerequisite: BCOR 3510 .