MKTG 4770 - Consumer Behavior

Since marketing begins and ends with the consumer, the aim is to provide students with a set of decision-aids, tools, and concepts that help them understand what strategies have an impact on consumer behavior and decisions. Both individual and situational determinants of consumer behavior will be discussed. The former includes topics such as consumer motivation, perception, learning, and segmentation while the latter deals with the influence of society, groups, and culture on consumer decision-making. The focus of the course will be on honing the ability to discover different aspects of consumer behavior and designing creative techniques for developing these discoveries into marketable propositions.