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Consumer Behavior (Marketing + Psychology class) - Fall 2024

MARK320
Closed
University of Alberta
University of Alberta
Edmonton, Alberta, Canada
Noah Castelo
Assistant Professor
(2)
6
Timeline
  • September 4, 2024
    Experience start
  • December 14, 2024
    Experience end
Experience
3/3 project matches
Dates set by experience
Preferred companies
Anywhere
Any company type
Any industries
Categories
Social media marketing
Skills
microsoft powerpoint consumer behaviour marketing decision making persuasive communication psychology zoom (video conferencing tool)
Learner goals and capabilities

Consumer Behavior is a 3rd year undergraduate marketing course at the University of Alberta's School of Business, one of the top 5 business schools in Canada.


Students will each work 15–25 hours throughout the fall semester, in groups of 4–5, on an applied consumer behavior project, guided by your organizational goals and priorities.


Students have already taken introductory marketing courses; this course focuses on the deeper psychological factors influencing consumer behavior, and how those factors are used by marketers. Course topics include:

  • Attention and Perception
  • Motivation and Goals
  • Judgment and Decision Making
  • Attitudes and Persuasion
  • Social Influence
  • Choice Architecture and Nudges
  • How Things Spread
  • Targeting and Psychographics
  • Artificial intelligence
Learners
Undergraduate
Intermediate levels
60 learners
Project
20 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables
  • A progress report partway through the semester, presented on Zoom
  • A final written report + Powerpoint presentation on Zoom summarizing the analysis and recommendations
Project timeline
  • September 4, 2024
    Experience start
  • December 14, 2024
    Experience end
Project Examples
  • High-level marketing strategy (for-profit or non-profit)
  • Social media marketing
  • Customer / donor profiling
  • Customer / donor engagement strategy
  • Advertising / communications strategy and implementation (digital or analog)
  • Product design or launch strategy
  • Revenue / donation growth strategy