Consumer Behavior

Catalog description

Considers multiple perspectives on consumer behavior, including psychological and sociological, and highlights how understanding consumers can inform marketing strategy. Considers the many facets of consumers as unique individuals and decision makers, the social and cultural influences on consumer behavior, and the ethical responsibility of marketers. This class addresses issues of diversity, focusing on the disparate experiences of U.S. consumer segments. This class also involves working in teams to collaborate on in-class deliverables as well as on a team presentation. <i>IMC</i>