User Behaviour Research
Course: MKT2121
This course is part of the following part-time on campus and/or online program(s):
Beyond the world of clickstream data lies an array of user experience research methods that bring a wealth of knowledge on the complete customer experience, moving beyond the what and shedding light on the why. Students develop and use personas to aid in website design and optimization. Students use A/B and multivariate techniques, while recognizing the benefits of shifting decision-making power to customers. Research methods including usability studies, card sorting, heuristic evaluations, ethnographic research and surveys are examined to broaden learners' knowledge of how to measure and improve the digital experience.
Notes
Students running Windows or Mac OS will require a computer with a 64-bit processor in order to run the open-source software RStudio.
| WINTER 2025 |
| Online Learning |
| Section | Date(s) | Mode | Domestic Fees | Registration |
|---|---|---|---|---|
| 800 | Jan 14 - Mar 11 | Online | $369.20 |  |
| 842 | Mar 3 - Apr 28 | Online | $369.20 | |
Please Note: Off-shore international students enrolling in online courses will be subject to an international premium fee per course registration.
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