Consumer Behavior (Marketing + Psychology class) - Fall 2023
MARK320
Closed
Edmonton, Alberta, Canada
NC
General
- Undergraduate; 3rd year
- 60 learners; teams of 5
- 20 hours per learner
- Dates set by experience
- Learners self-assign
Preferred companies
- 2/3 project matches
- Anywhere
- Academic experience
- Any company type
- Any industries
Categories
Skills
Project timeline
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September 5, 2023Experience start
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December 7, 2023Experience end
Overview
- Details
-
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
- Learner skills
- Microsoft powerpoint, Consumer behaviour, Marketing, Decision making, Persuasive communication, Psychology, Zoom (video conferencing tool)
- Deliverables
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- A progress report partway through the semester, presented on Zoom
- A final written report + Powerpoint presentation on Zoom summarizing the analysis and recommendations
Project Examples
- High-level marketing strategy (for-profit or non-profit)
- Customer / donor profiling
- Customer /donor engagement strategy
- Advertising / communications strategy and implementation (digital or analog)
- Product design or launch strategy
- Revenue / donation growth strategy