SBC 523

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Credit: 3 hours.

Examines the role of consumer insight as the foundation of effective brand and marketing strategy. Students learn how evidence from primary and secondary research reveals meaningful patterns in what audiences say, feel, and do, and how these findings translate into actionable strategic and creative direction. Emphasis is placed on distinguishing true insight from intuition, interpreting consumer data, and applying audience-centered understanding to solve marketing problems and drive measurable brand outcomes. The course prepares students to generate and apply consumer insights in professional brand development contexts.

Credit is not given toward graduation for: SBC 523 and either SBC 503 or SBC 505. Prerequisite: Restricted to MS: Strategic Brand Communication students.

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