Consumer Behavior
Main contact
Timeline
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January 25, 2021Experience start
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February 4, 2021Project Scope Meeting
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March 9, 2021Mid-term report
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April 15, 2021Final Project Presentations
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April 15, 2021Experience end
Timeline
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January 25, 2021Experience start
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February 4, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
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March 9, 2021Mid-term report
Students submit mid-term progress report and discuss with company. Report will include company background, SWOT analysis, problem statement.
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April 15, 2021Final Project Presentations
Presented on Zoom, April 14 or 16.
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April 15, 2021Experience end
Experience scope
Categories
Communications Market research Sales strategy Marketing strategySkills
digital marketing sales & marketing marketing strategy data analysis researchConsumer 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 winter semester, in groups of 4–5, on an applied consumer behavior project, guided by your organizational goals and priorities.
This course is online due to COVID-19, so projects will be completed and delivered remotely.
Students have already taken introduction to marketing; 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
- Needs and Motivation
- Judgment and Decision Making
- Attitudes and Persuasion
- Social Influence
- Choice Architecture / Nudges
- Word-of-Mouth / How Things Spread
Projects involving any (or all) of these topics are welcome. Projects may also include secondary research, but NOT primary research (i.e., interviews, focus groups).
Learners
- A mid-term progress report partway through the semester
- A final written report + presentation on Zoom summarizing the analysis and recommendations
Project timeline
-
January 25, 2021Experience start
-
February 4, 2021Project Scope Meeting
-
March 9, 2021Mid-term report
-
April 15, 2021Final Project Presentations
-
April 15, 2021Experience end
Timeline
-
January 25, 2021Experience start
-
February 4, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
-
March 9, 2021Mid-term report
Students submit mid-term progress report and discuss with company. Report will include company background, SWOT analysis, problem statement.
-
April 15, 2021Final Project Presentations
Presented on Zoom, April 14 or 16.
-
April 15, 2021Experience end
Project examples
- 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:
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Q1 - Checkbox
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Q2 - Checkbox
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Q3 - Checkbox
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Q4 - Checkbox
Main contact
Timeline
-
January 25, 2021Experience start
-
February 4, 2021Project Scope Meeting
-
March 9, 2021Mid-term report
-
April 15, 2021Final Project Presentations
-
April 15, 2021Experience end
Timeline
-
January 25, 2021Experience start
-
February 4, 2021Project Scope Meeting
Meeting between students and company to confirm: project scope, communication styles, and important dates.
-
March 9, 2021Mid-term report
Students submit mid-term progress report and discuss with company. Report will include company background, SWOT analysis, problem statement.
-
April 15, 2021Final Project Presentations
Presented on Zoom, April 14 or 16.
-
April 15, 2021Experience end