Consumer Experience Management Minor

Students examine emerging digital technologies and their impact on the consumer experience. Emphasis is on exploration of new technologies and critical evaluation of their influence on merchandising and hospitality management strategies.

Cross-cultural comparisons using systems, human needs, and consumer behavior frameworks are integrated with critical, empirical and creative thinking processes to develop a global perspective that is sensitive to diverse consumers’ needs and preferences for products and services in a global market. This class helps students gather the tools necessary for full engagement in the undergraduate experience by having them examine their own value systems and compare and contrast them with other cultures’ in a consumption context. Requires students to think critically, articulate views, cultivate self-awareness, balance and an openness to change, and engage with others in thoughtful and well-crafted communication.

Exploration of motivations influencing consumer purchase and use of products and services. A comprehensive theoretical and practical knowledge base is used to investigate various individual and environmental factors as they relate to the consumer purchase process and its outcomes.

Examination of various consumer research methodologies including descriptive and predictive analysis. Application of analytical techniques in developing effective business strategies using analytics tools and data visualization programs.

Exploration of the dynamic merging of retail merchandising, hospitality, and entertainment industries to create total consumer experiences. Topics include evolution of consumption, symbolic consumption, ritual consumption, sensory consumption, consumer efficiency; entertainment, thematic, lifestyle and value experiences; branding, brand extension and strategic alliance; and global experiential retailing.