RBC Future Launch
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Consumer Behavior

MARK 222
Closed
Georgetown University
Georgetown University
Washington, District of Columbia, United States
Karthikeya Easwar
Associate Professor of Marketing
(3)
2
Timeline
  • January 24, 2021
    Experience start
  • February 4, 2021
    Project Scope Meeting
  • February 25, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • May 6, 2021
    Experience end
Experience
8/16 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Market research Product or service launch Sales strategy Marketing strategy
Skills
digital marketing competitive analysis consumer behavior marketing strategy consumer research
Learner goals and capabilities

Located at the intersection of business, government, and international relations, Georgetown University’s highly-ranked McDonough School of Business develops principled leaders committed to serving both business and society. Through our global perspective, we prepare students to compete in today’s international business environment.

In this course, student consultants apply contemporary theory and research on consumer behavior to real world business issues to produce actionable marketing solutions and insights. Consumer behavior is an interdisciplinary area where the marketing perspective remains dominants, but student research draws from psychology, economics, sociology, and other areas. Guided by your organizational objectives, a group of student-researchers will profile your target consumers to provide you with key insights and strategic recommendations.

Learners

Learners
Undergraduate
Any level
90 learners
Project
40 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables

An enhanced, annotated deck and presentation submitted to both the client and to the faculty leader that includes:

  • Clear articulation of the business issue and scope of the project.
  • Use of relevant models, frameworks, and theories. Has the project analyzed information, whether quantitative or qualitative, going beyond description?
  • Findings that transparently derive from the evidence and the analysis.
  • Recommendations that are insightful, important, and supported by the findings.
  • We invite clients and students to schedule the presentation themselves based on convenience and the potential that other stakeholders at the firm may want to attend.
  • Other final project deliverables will be agreed upon by students, the company, and the course instructor.
Project timeline
  • January 24, 2021
    Experience start
  • February 4, 2021
    Project Scope Meeting
  • February 25, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • April 8, 2021
    Client Meeting
  • May 6, 2021
    Experience end

Project Examples

Requirements

Students will spend approximately 40 hours working on a project of your choosing. They can examine the decision-making process by which consumers identify and select options that satisfy consumption goals, including but not limited to:

  1. Understanding consumer behavior from various perspectives and applying the broad principles underlying human behavior in general and consumer behavior in particular in a variety of contexts and situations.
  2. Analyzing the multiple roles played by marketing research, marketing strategy, and basic research on intra- and inter-personal processes in contemporary marketing practice.
  3. Integrating knowledge obtained from coursework and applying it to the solution of a real current business problem.
  4. Problem recognition, information search, evaluation of alternatives, choice, and post-consumption evaluation.
  5. The internal factors that influence consumer choice, including perception, memory, and attitudes.
  6. The external factors that influence consumer choice, including cultural factors.
  7. How marketers strive to use an understanding of consumer behavior to promote effective marketing such as through advertising, product design, or promotions

Project examples include but are not limited to:

  • Market segmentation to identify the ideal target market for a new or existing product or service
  • Investigate the competitive landscape and identify key messaging for promotion
  • Identify business expansion opportunities through location analysis and customer surveys.
  • Apply consumer behavior theories and principals to improve the market potential
  • Develop a pricing strategy based on industry research and customer surveys

Georgetown University prepares students to be global, principled business leaders. Global, principled leaders define a set of ethical principles that foster the integrity and efficacy of global markets and activities and hold themselves and others accountable for honorable conduct that promotes worthy collective objectives. Global, principled leadership requires conscious development of a moral profile and using “ethical means” to pursue “ethical end-states” that benefit all stakeholder groups.

Linked templates
Strategic Prospecting Plan Market Expansion Research View all

Additional company criteria

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

Be available to complete brief (1-2 min) surveys after each meeting with student teams.

Provide a final evaluation of the project output that would involve quantitative scoring as well as about 1-2 pages of qualitative feedback.

Provide a project statement or consult with the course instructor if you would like to complete a template.

Be available for an initial meeting with the course instructor in December or January to discuss the project scope, timeline, and deliverables.

Assess the students for a possible internship or job opportunities, and provide a reference if pleased with the students' work.