MSDM 5030

Consumer Behavior in the Online Environment

Assesses the nature and dynamics of consumer markets in the online environment. Emphasis is placed on the concepts and techniques used to identify and measure target areas relative to behavioral patterns for use in digital marketing strategy such as queries, pricing and visual culture. Other techniques will be addressed such as augmented reality, big data, snackable content and viral content. The course investigates concepts and theories of the psychological aspects of online marketing used to predict and forecast behavior in the online environment for specific online demographics and online micro target markets.

Units: 3.0