MKT-620 examines consumer behavior at the graduate level, building on foundational consumer decision-making concepts with deeper data analysis, evaluation, and strategic application — using real data analysis and evaluation projects to connect consumer behavior insight directly to marketing strategy decisions.
From understanding behavior to strategic application
The course moves beyond describing consumer decision stages into actually analyzing real data and evaluating what it means strategically for a marketing plan — a genuinely applied, graduate-level extension of consumer behavior study.
Data analysis and evaluation as core skills
MKT-620 emphasizes data analysis and evaluation projects, reflecting the graduate expectation that consumer behavior insight be grounded in and demonstrated through real analytical work, not just conceptual understanding.
Key topics in MKT620
- Graduate-level consumer decision-making analysis
- Data analysis and evaluation in consumer behavior research
- Strategic application of consumer behavior insight
- Psychological and social influences on purchasing (graduate depth)
- Connecting consumer data analysis to marketing strategy
- Advanced consumer behavior research methods
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Worked example: data analysis driving strategy
- Descriptive approach: Explaining, in general terms, that psychological and social factors influence consumer choice
- Applied graduate approach: Analyzing real consumer data and evaluating what specific strategic changes it recommends
- Lesson: MKT-620 teaches that graduate-level consumer behavior study means producing genuine data-driven strategic recommendations, not just describing behavioral concepts
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Frequently asked questions
MKT-345 introduces the consumer decision journey and the psychological and social factors shaping purchase behavior, while MKT-620 builds on that foundation with graduate-level data analysis and evaluation projects that connect consumer behavior insight directly to concrete marketing strategy decisions. The graduate course assumes the conceptual foundation is already understood and pushes toward applied, evidence-based strategic recommendation rather than descriptive understanding alone.
At the graduate level, understanding that consumer behavior is shaped by psychological and social factors isn't sufficient on its own — a marketing decision-maker needs to be able to analyze real data about actual consumers and evaluate what strategic actions that data supports, since strategy built on unanalyzed assumption is far less reliable than strategy grounded in evaluated evidence. MKT-620 requires this applied analytical work because it reflects the genuine skill a graduate-level marketer needs beyond conceptual knowledge of consumer behavior theory.