Consumer Behavior
MARK320
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).
Consumer Behavior
MARK320
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 winter semester, in groups of 4–5, on an applied consumer behavior project, guided by your organizational goals and priorities. This course is online due to COVID-19, so projects will be completed and delivered remotely. Students have already taken introduction to marketing; 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 Needs and Motivation Judgment and Decision Making Attitudes and Persuasion Social Influence Choice Architecture / Nudges Word-of-Mouth / How Things Spread Projects involving any (or all) of these topics are welcome. Projects may also include secondary research, but NOT primary research (i.e., interviews, focus groups).