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Audience Insight

IMC 612

Course Description

Provides an in-depth look at consumer behavior and its role in IMC. Examines consumer behavior in terms of internal influences, external influences, the consumer decision-making process and consumers and culture. Students also learn how ethnographic research can be used in the marketing strategy process.

Course Learning Outcomes

Upon successful completion of IMC 612, students will be able to:

  • Describe how perception and values can be used to promote consumption.
  • Identify the differences between qualitative and quantitative research methods.
  • Explain how each type of research method can be used in business and academia.
  • Analyze how and why lifestyle trends evolve.
  • Demonstrate an ability to properly interpret and critique scholarly articles.
  • Explain the theories related to influencing consumer attitudes toward a product or service.
  • Analyze the role emotional branding plays in designing marketing messages.
  • Illustrate how each aspect of the buying experience affects the consumer decision-making process.
  • Construct an ethnographic research study proposal.
  • Discuss the ways in which marketers can research the characteristics and nuances of different subcultures.
  • Examine and demonstrate how marketers use research on generational cohorts to design marketing strategies.
  • Discuss how social media can be used to influence the consumer decision-making process.
  • Summarize and critique an academic journal article.
  • Synthesize and display the knowledge you’ve gained throughout the course.


Topics in this course may include:
Consumers Rule Perception
Learning, Memory Motivation & Values
The Self Personality & Lifestyles
Consumer Attitudes & Persuasion
Decision Making, Buying & Disposing
Groups, Organizational & Household Decision Making
Cultures, Microcultures & Consumer Identity 
Culture, Myths & Rituals

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.