CONSUMER AND AUDIENCE ANALYTICS (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Explain the concept of consumer and audience behavior
2. Apply the factors of consumer and audience analytics.
3. Analyze consumer and audience behavior based on research methods and artificial intelligence.

Topics:

1. Technology-Driven Consumer Behavior, Branding and Marketing Concept
2. Segmentation, Targeting and Positioning
3. Consumer Motivation and Personality
4. Consumer Perception
5. Consumer Attitude Formation and Change
6. Persuading Consumer
7. Consumers in Their Social and Cultural Settings
8. Consumer Decision-Making and Diffusion of Innovations
9. Consumer Research
10. Public Opinion Process
11. Polling Technique
12. Methods – Attitude Measurement
13. Measuring Consumer Behavior through Media’s Advertising