MKTG 288 - User Experience and Usability

5 CR

This class builds on ideas introduced in BATECH 189, moving past the skill development of hypertext markup language (HTML) and cascading style sheet (CSS) to a more business-centric approach to understanding website navigation and usage by their intended audience. User experience encompasses all touchpoints a consumer has with a brand, but this course focuses on improving website design to better meet the needs and wants of consumers.

Prerequisite(s): MKTG 255 and BATECH 189 or permission of the instructor.

Course Outcomes

Consider the intersection of customer journey mapping to user experience
Apply design principles to improve site navigation and find relevant information
Utilize testing to gather evidence that informs future optimization
Implement brand guidelines to support building brand equity through website improvements
Consider the interplay of site design with search engine optimization
Use site design enhancements to capture conversions used as key performance indicators

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