MK 333 - Ethnographic Methods and Cultural Analysis

Credits: 4 credits

Explores the tools and techniques of ethnography and their uses in defining and solving marketing research problems. Drawing from the traditions of participant observation in the fields of anthropology, sociology, psychology, and market research, the course applies ethnographic methods to the analysis of subcultures and behavioral minorities as well as transnational marketing communication. The focus throughout is on how to fathom the cultural differences that inform and impact consumer decision-making and marketing communication campaigns.

Prerequisite(s)/Course Restrictions: MK 220, MK 221, MK 222, and MT 207.