5 credits

Digital technology has impacted all aspects of human life, including the economy. With the advent of e-commerce, the economic landscape has changed drastically in the 21st century. E-commerce businesses, such as Amazon, eBay, Uber, Airbnb, Tod's, and Starbucks have impacted the economic landscape at both micro- and macro-levels, ranging from people's personal finances to larger economic activities such as jobs, investments, and inflation. In this course, students examine consumer behaviors before, during, and after the purchase experience. With the proliferation of digital media, businesses have begun focusing more on processing and analyzing digital data for business performance. Digital data analytics can be utilized to interpret consumer attitudes, examine the relationship between consumers and businesses, and to explore their satisfaction levels, among other factors. Students examine case studies illustrating the influences that digital data analytics may have on business performance, apply analytic tools for analyzing consumer digital data, and explore digital technology trends and their impact on consumer satisfaction.