Apr 03, 2026  
2026-2027 GRADUATE CATALOG 
    
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2026-2027 GRADUATE CATALOG
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MKT 6312 - Understanding the Digital Consumer for Marketing Performance

Credits: 3 Class: 3 Lab: 0
Prerequisite(s): Acceptance to either the MDCOB MBA program or the MDCOB Graduate Certificate in Digital Marketing.
This course examines the intersection of consumer psychology, behavioral economics, and digital technology to develop advanced personalization strategies. Students will learn how to analyze complex consumer behavioral data, design dynamic segmentation models, and implement hyper-personalized campaigns across channels. Through case studies, applied projects, and the use of advanced analytics tools, students will integrate behavioral science with digital marketing practice to create measurable, ethical, and customer-centric personalization strategies.


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