Students will employ analytical tools to: (1) better understand similarities and differences of consumer behavior among various segments; (2) develop consumer insights across the customer lifecycle; and (3) leverage insights to determine optimal strategies to achieve consumer, business, and policy goals, using primary and secondary data.

Antirequisite(s): Management and Organizational Studies 3335A/B.

Prerequisite(s): Enrollment in 3rd or 4th year of the BMOS program.

Extra Information: 1.5 lecture hours, 1.5 laboratory hours.