Consumer Behavior

Consumer Behavior --- Virtually all decisions involved in developing an effective marketing mix for a product or service rely on in-depth knowledge of the consumers who comprise the target market. Thus, a clear understanding of the principles, concepts, and results of consumer behavior is critical to successful marketing. In this course we will directly examine the available theory and research concerning the behavior of the consumer, with the goal of understanding how marketing managers can use these ideas. This course focuses on the consumer as an individual. The topics discussed comprise an examination of basic psychological processes: i.e., decision-making, information processing, and social influences. Thus, this course provides both a micro and macro perspective on the factors influencing a customer.

Rationale

Marketing begins and ends with the customer -- from determining customer needs and developing high quality products and services to delivering customer satisfaction. The design of a successful marketing strategy requires an accurate understanding of customers' perceptions, judgments, feelings, values, choices and behavior. High performance businesses use this knowledge as a focal point in their product and service development and delivery.

Objectives

The objectives of the course are:

(1) to introduce the student to concepts, theories, models, and techniques aimed at understanding customers;

(2) to provide the student with specific tools to generate knowledge about customers; and

(3) to translate an understanding of customer perceptions, judgments, and choices into action-implications by developing and evaluating marketing strategies intended to influence consumer behavior.

Pedagogy

This course will combine classroom lectures, discussions, readings, cases, and individual and group research projects designed to apply the course concepts. The course will emphasize the students' ability to both understand the course materials and translate them into action.

Prerequisite: Graduate standing