Consumer Behavior

Catalog description

Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology, and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project using both traditional methods and AI-powered tools, analyze results, and develop relevant marketing management recommendations. This hands-on experience will enable students to leverage AI for deeper consumer insights and more effective marketing strategies.