ADV 6023 - Consumer Behavior and Audience Analysis (3) F

Audience and consumer behavior analysis is the study of individuals, groups, constituents, stakeholders, or organizations in their role as a target audience for communication. Using foundational and contemporary research findings, normative models, theoretical constructs and emerging patterns, trends and practices this course covers aspects of professional communication audience analytics. Concepts include the process of perception formation, attitudes and opinions held, brand image and organizational reputation perceptions, needs and uses of goods and services, purchase, or charitable donation decisions, and metrics and measurement tools for analyzing aspects of emotional, cognitive, and behavioral responses that precede or follow these activities.