DMA 699 - Topics Online Consumer Behavior and Social Media

In this topics couse, students examine the ways that consumers behave online including need recognition, searches for information, evaluation of alternatives, purchase decisions, and post-purchase behaviors. Emphasis is placed on the psychological, sociological, and cultural influence of consumption in the digital marketplace. The course also reviews the ways consumers are using social media to explore and influence online behavior. Other topics include the development of customer personas and empathy maps, the evaluation of segmentation strategies, the use of social and digital media, the role of consumer research, the evolution of neuromarketing, and the management of digital marketing efforts based on consumer behaviors.

Prerequisite(s): Graduate Level standing
Co-requisite(s):
Credits: 3

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