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Dec 14, 2025
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2024-2025 Graduate Catalog [Archived] This is not the most recent catalog version; be sure you are viewing the appropriate catalog year.
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IMC 603 Consumer Behavior and Insights
This course introduces students to the concepts of consumer behavior applicable to integrated marketing communications (IMC). It studies the fundamental factors and research concerning consumer cognitive, affective and behavioral responses in the marketplace. It applies concepts, theories, and principles from various social sciences to explore and explain consumer behavior with a focus on implementing IMC strategies.
Credit 3 hrs
Grade Mode Normal (A-F) Course Rotation Fall (online)
Prerequisites - IMC 601
Restriction by Major - Integrated Marketing Communications [M.S.] , Integrated Marketing Communications [Graduate Certificate]
Restriction by Degree Type - Masters or Graduate Certificate
Equivalent Course(s) -
Course History -
Course rotation updated 2/2021; Change to title and description 2/2017, effective Fall 2017; Change to class-level restriction 9/2015, effective Winter 2016; Change to Department 7/2014
Winter 2025 Course Sections
Summer 2025 Course Sections
Fall 2025 Course Sections
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