RBC Future Launch
RBC Future Launch
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Consumer Behavior - Fall 2021

MARK320
Closed
University of Alberta
University of Alberta
Edmonton, Alberta, Canada
Noah Castelo
Assistant Professor
(4)
6
Timeline
  • September 5, 2021
    Experience start
  • September 24, 2021
    Project Scope Meeting
  • October 22, 2021
    Mid-term report
  • December 5, 2021
    Experience end
Experience
2/3 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Communications Market research Sales strategy Marketing strategy
Skills
digital marketing sales & marketing marketing strategy data analysis research
Learner goals and capabilities

Consumer Behavior is a 3rd year undergraduate marketing course at the University of Alberta's School of Business, one of the top 5 business schools in Canada.

Students will each work 15–25 hours throughout the fall semester, in groups of 4–5, on an applied consumer behavior project, guided by your organizational goals and priorities.

The course is online due to COVID-19 and the work undertaken will be remotely completed and delivered.

Students have already taken introductory marketing courses; this course focuses on the deeper psychological factors influencing consumer behavior, and how those factors are used by marketers. Course topics include:

  • Attention and Perception
  • Motivation and Goals
  • Judgment and Decision Making
  • Attitudes and Persuasion
  • Social Influence
  • Choice Architecture and Nudges
  • How Things Spread
  • Targeting and Psychographics

Learners

Learners
Undergraduate
Any level
80 learners
Project
20 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables
  • A progress report partway through the semester, presented on Zoom
  • A final written report + Powerpoint presentation on Zoom summarizing the analysis and recommendations
Project timeline
  • September 5, 2021
    Experience start
  • September 24, 2021
    Project Scope Meeting
  • October 22, 2021
    Mid-term report
  • December 5, 2021
    Experience end

Project Examples

Requirements
  • High-level marketing strategy (for-profit or non-profit)
  • Customer / donor profiling
  • Customer /donor engagement strategy
  • Advertising / communications strategy and implementation (digital or analog)
  • Product design or launch strategy
  • Revenue / donation growth strategy

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Have a consumer-facing / B2C product, service, and/or marketing campaign

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.