This is the preliminary (or launch) version of the 2021-2022 VCU Bulletin. This edition includes all programs and courses approved by the publication deadline; however we may receive notification of additional program approvals after the launch. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.

MASC 398. Awareness. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC 204 with a minimum grade of C. Understanding what advertisers can look for in their research and how they use research to connect with consumers. Through this intensive research practicum focused on account planning, students will learn to research consumers, competition and brands. Students will use quantitative (such as online surveys) and qualitative (such as focus groups, panel studies, one-on-one interviews) methods to research consumers and target audiences. Students will conduct competitive market research on brands.