STR 419 - Audience Analysis and Insights

Min Units: 3
Max Units: 3
This 3-credit hour course provides an interdisciplinary framework for understanding consumer behavior and its implications for strategic communication campaigns. Discussions explore consumers as active participants in the marketplace, as individuals, as decision makers, and as influenced by subcultural and cultural factors. Specific topics include perception, attitudes, decision-making, group influence, post-purchase satisfaction, and more. Course emphasizes application of insights to solving contemporary strategic communication challenges. (U) Occasionally
Prerequisite(s): Junior standing or permission of instructor