NBA 6260 - Consumer Behavior

Fall. 1.5 credits.

Staff.

Understanding our consumers (and ourselves as consumers) is a difficult but necessary feat; this point is perhaps best illustrated by the large number of failed product introductions and marketing campaigns that take place each year. A solid understanding of the fundamental psychology behind how and why we buy can offer insight to help guide better business decisions. This course draws widely from both classic and cutting-edge consumer behavior research to provide you with the solid grounding in consumer psychology that you need to understand why consumers behave as they do, and to design and select the elements of the marketing mix that best promote your products and services. We will use lectures, reading materials, in-class demonstrations and exercises to explore the psychology of consumers and how it manifests in, explains and solves real-world marketing problems.