BU 4130 - Online Consumer Behavior and Online Communities

Successful firms use consumer attitudes and behaviors to segment markets and design marketing strategies. A successful marketing strategy must be built around an understanding of consumers, and this same understanding can help consumers make better choices. Both marketers and consumers can benefit from a number of fundamental facts about how people perceive and process information, make decisions, and form attitudes. This course focuses on examining specific buyer behaviors while examining the role new media (online communities, Facebook, Twitter, LinkedIn, Yelp and Amazon) has on today’s social-savvy customers. (4 credits)