University of Alberta
Log in Sign up

Consumer Behavior

MARK320
Closed
University of Alberta
University of Alberta
Edmonton, Alberta, Canada
Sarah Moore
Sarah Moore
Professor
2
Timeline
  • January 26, 2022
    Experience start
  • January 27, 2022
    Company Intro & Presentation
  • February 15, 2022
    Company Q&A
  • March 3, 2022
    Mid-term report
  • April 7, 2022
    Final Project Report & Presentations
  • April 9, 2022
    Experience end
General
  • Undergraduate; 3rd year
  • 100 learners; teams of 7
  • 20 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 3/3 project matches
  • Anywhere
  • Academic experience
  • Any, Startup, Social enterprise, Non profit, Family owned
  • Any industries
Categories
General Customer segmentation Communications Market research Marketing strategy
Skills
sales & marketing marketing strategy strategic communications competitive analysis research
Project timeline
  • January 26, 2022
    Experience start
  • January 27, 2022
    Company Intro & Presentation
  • February 15, 2022
    Company Q&A
  • March 3, 2022
    Mid-term report
  • April 7, 2022
    Final Project Report & Presentations
  • April 9, 2022
    Experience end
Overview
Details

Consumer Behavior is a 3rd year undergraduate marketing course. Student teams will work on an applied consumer behavior project, guided by your organization's goals.

You will work with one course section, which will have 5-7 student teams. This means you will receive multiple final reports. Interactions will take place at the section level: you will meet with all teams simultaneously for 2 introductory sessions (Jan 26, Feb 14) and 2 final presentation sessions (Apr 6, 8).

Projects can be completed and delivered remotely or in person.

Students have taken an introductory course in marketing. This course focuses on the psychological factors influencing consumers, and how those factors are used by marketers. Topics include:

  • Attention and Perception
  • Needs and Motivation
  • Decision Making
  • Persuasion
  • Social Influence
  • Choice Architecture
  • Word-of-Mouth

Projects involving any (or all) of these topics are welcome. Projects can involve secondary research, but NOT primary research (i.e., interviews).

Learner skills
Sales & marketing, Marketing strategy, Strategic communications, Competitive analysis, Research
Deliverables
  • A mid-term report partway through the semester; this will include background on your organization, the team's understanding of the project's scope and challenge, and an initial plan to address the challenge.
  • A final written report from each team, with recommendations for addressing the challenge.
  • A final presentation from each team, summarizing their analysis and recommendations.
Project Examples
  • High-level marketing strategy
  • Customer profiling or segmentation
  • Customer engagement strategy
  • Advertising / communications strategy and implementation (digital or analog)
  • Product design or launch strategy
  • Growth strategy
  • Branding strategy

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Have a consumer-facing or B2C product, service, and/or marketing campaign that would benefit from consumer psychology and consumer behaviour insights.

Provide a dedicated contact person who is available for the duration of the project (January - April 2022).

Be present, in person or remote, for TWO 50-minute class periods, January 26 and February 14. In the first session, you will provide company and industry background information and will describe the project scope. In the second session, you will address any student questions that have arisen.

Attend final presentations, in person or remote, on April 6 and 8 (TWO 50-minute class periods).

Offer final ranking of student teams and some brief feedback on each project.