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. Explain the concept of public opinion in Public Relations scopes;
3. Analyze interelations the public opinion and the behavior of consumer and audien.

Topics:

1. Technology-Driven Consumer Behaviour & Consumer Research;
2. Segmentation, Targeting Positioning;
3. Consumer Motivation, Personality;
4. Consumer Perception;
5. Consumer Attitude Formation and Change;
6. From Print and Broadcast Advertising to Social and Mobile Media;
7. Consumer Decision-Making and Diffision of Innovations;
8. Public Opinion Process & Characteristic and Principle of Public Opinion;
9. Managing & Forming Public Opinion;
10. Public Relations Campaign for creating Public Opinion;
11. Polling technique and Public opinion; Methods – Attitude Measurement;
12. Using Data & Measuring Image Via Public Opinion.