Consumer Behavior

Catalog description

The purpose of this course is to introduce MBA students to the behavioral concepts and strategic implications of consumer behavior. The perspectives of both the marketing manager, who must understand customers in order to develop, evaluate and implement effective marketing strategies and the consumer, who must utilize marketing information to make decisions will be considered. In this course, concepts and theories from various behavioral sciences as well as business will be examined to determine how they can help marketers better understand and shape consumers' behaviors such that strategic decision making can be improved.