DD 602 - Online Consumer Behavior

Credits: 4 credits
Consumers behave and make purchase decisions online in a process unique from traditional marketing. The emphasis of this course is to learn how to identify processes and trends in online consumer behavior and influence that behavior. Students understand how to bridge the connection between online and offline consumer behavior. Consumers’ goals and fears are examined to find psychological, emotional, logical, and sociological explanations of behavior. Additionally, consumers’ online search intentions and search engine optimization (SEO) are examined and applied.