480.668 Understanding Markets and Audiences

The best communication decisions are based on evidence. This course introduces students to the secondary and syndicated information resources used by market researchers to develop and guide communication strategies. It is taught in the computer laboratory to allow for the collaborative study and use of specific information resources including government databases, business directories, Simmons Consumer Choices, Roper polling data, and other sources of consumer and market data. Students will uncover insights in these resources to create media audits, competitive analyses, audience profiles, and other information products to provide the foundation to create, enhance, and evaluate their communication programs.

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