MKT 4330 - Understanding the Digital Consumer

Credits: 3 Class: 3 Lab: 0
Prerequisite(s): BA 3300, MKT 3301, MKT 3308.
This course explores the theory and practice of online consumer behavior. The psychology, sociology, economics, and motivation of the online audience for community, engagement, expression, information, and purchase are explored. Consumer engagement across a variety of digital media platforms is covered, including principles of user experience design and human-computer interaction.