The course provide students with the necessary knowledge and skills to develop a better understanding of how people think about and relate to the creative industry-related brands, products and services. In particular, the course aims at teaching students about how to understand audience, the process of conducting market research and interpretation of data. Based on the findings of the projects, students will be guided on developing a new product or service, assessing customer satisfaction, segmenting a market, expanding into new markets, and developing an advertising campaign related to the creative industry.

lecture notes