The Consumer and Market Research
Course Outcomes
- Discuss how the marketing mix is used to address the needs and wants of consumers.
- Explain the strategic function that marketing plays in the profitability of a business.
Competencies
- Merchandising: Ability to promote products and services through techniques that lead to increased sales.
- Customer Service: Ability to provide activities and behaviors that maximize all aspects of the consumer experience.
- Financial Management: Ability to apply math skills to calculate, interpret, and analyze financial information to make business.
Topics
- Understanding consumer behaviors
- Consumer market research
- Research using digital media
Introductory Video
A look at how neurobiology is helping marketers understand the buying behavior of consumers.
Inside the brain of a Shopper (NBC Report). Interview with Martin Lindstrom, author of "Buyology"
"Inside the Brain of a Sahopper.flv," YouTube Video, 6:13, posted by "Lorena Bravo," June 7, 2010, https://www.youtube.com/watch?v=th8wWy1I2p4