Objectives

By the end of the course, students should be able to:

1. Explain consumer behavior theory in the context of today’s digital technologies
2. Describe how consumer insights can be gleaned from digital technology as well
   as traditional sources.
3. Describe how different social media platforms service the needs of different and
   diverse audiences.
4. Leverage the different social media platforms to achieve communications
   objectives.
5. Evaluate new social media platforms for viability and stickiness.
6. Design memorable customer experiences that speak to diverse audiences
   embody the consumer insights discovered.
7. Judge the effectiveness of digital technologies to speak to various audiences.
8. Develop and execute a social media campaign within budget that demonstrates
   empathy for the audience and delivers engagements for the client.