The following directory lists the graduate courses which the University expects to offer, although the University in no way guarantees that all such courses will be offered in any given academic year, and reserves the right to alter the list if conditions warrant. Click on the links below for a list of courses in that subject area. You may then click “View Classes” to see scheduled classes for individual courses.
5161. Customer Insights
1.50 credits
Prerequisites: None.
Grading Basis: Graded
Focus on the customer as the individual decision maker to understand why and how customers make consumption decisions. Students explore qualitative and quantitative methods for understanding customer's consumption practices with attention to understanding the extent to which consumers value product benefits and the emotional aspects of consumption. Students learn the process of segmenting consumers with similar needs and desires into target groups, and examine how markets change as groups of customers collectively adopt new ways of satisfying their needs.
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