Skip to content Skip to footer site map

MARK 100

This course provides students with knowledge of essential research techniques and consumer behaviour techniques applicable to communications and marketing problem solving. Both secondary and primary research techniques are studied and applied in a practical research project. Media research data from a variety of industry sources is also studied along with understanding of and application from disciplines such as communications, psychology, sociology, cultural anthropology, and economics to describe and understand how customers, both individuals and organizations, are likely to behave.

Upon completion of this course you will be better prepared to predict customer actions, determine the needs of target markets, and understand how not only consumers but also businesses, governments, and not-for-profits make choices in the market place. In addition, this course will cover both domestic and international markets and includes significant discussion of on-line customer behaviour and the impact of the Internet on market behaviour.