GB 741 - Consumer Behavior

(3.00 cr.)

Prerequisite: GB 702 . 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) by digging deep to understand consumer behaviors, perspectives, preferences, choices, and more. By meaningfully examining consumers, business is better able to craft strategies to serve them. Taking a social science-primarily psychology-based-approach to comprehending consumers, the course covers recent and groundbreaking work in consumer research to apply it to insights for business practice. A select but broad range of topics is covered.