GB 741 - Consumer Behavior

(3.00 cr.)

The primary goal of marketing is to satisfy customer needs. This issue is approached with a focus on the end consumer (i.e., business-to-consumer: B2C). The course covers recent and groundbreaking work in consumer research on 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. The course considers multiple perspectives on consumer behavior, including psychological, and sociological, and highlights how understanding consumers can inform marketing strategy. This class involves working in teams on a research project to address a marketing problem.

Prerequisite: GB 702 .
Sessions Typically Offered: Varies
Years Typically Offered: Varies