2017-2018 Graduate Catalog

MARK 77710 Fieldwork in Customer Insights

1.5 credit hours. Prerequisites: MARK 60010 or 60011, or permission of department chair. This course is designed to give students first-hand experience in observing and analyzing customer's behaviors through on-site store visits. Students will explore how customers interact with retail spaces, make product decisions and evaluate service encounters. Work will consist of applying at least three customer frameworks to experiential, on-site exercises and include how technology is changing both customers' behavior and retail practices.