MK304 Technology Enhanced Consumer & Trend Analysis (3 cr.)

This course explores the theories and frameworks that business and marketing strategists need for assessing consumer behavior and industry trends. The impact of consumer buying behaviors and various business environment factors on marketing initiatives is examined. Also examined are future consumer and industry trends. The use of geographic information systems (GIS) technology to analyze consumer purchasing is reviewed. The course also examines the contributions of the social sciences in understanding the sociological and psychological elements that influence buying behaviors.

Upon completion of this course, students are expected to be able to do the following:

1. Assess the impact that various business environment factors have on organizational marketing initiatives.
2. Describe the theories and practices of consumer behavior as applied to marketing.
3. Identify the relevant sociological and psychological factors – demographics, personality, culture and values, lifestyle, social status, psychographics, and reference groups – that affect buying behavior.
4. Analyze future trends in the development, manufacturing, selling and purchasing of goods and services.
5. Utilize geographic information systems (GIS) technology to analyze consumer purchasing trends.
6. Utilize consumer behavior concepts in developing strategic marketing initiatives.
7. Evaluate current marketing activities that organizations use to influence buying behaviors, and recognize the impact of these activities on the buying behaviors of oneself.