Problems and case analyses. Arguably, consumer behavior forms the core of modern marketing. A thorough understanding of consumer behavior can reduce the number of product failures, thus lowering a firm's operational costs. In sum, this course presents a theoretical framework for considering consumer behavior in terms on individual, social and cultural influences. Work together in teams to analyze cases and solve fundamental problems.
Students are responsible for class attendance.
Comments made about specific companies, boards, or management are solely intended for use in this course and are presented only to illustrate principles covered in the course. Exams will cover assigned text readings, class lectures, and homework problems. All questions on final grades or papers must be resolved prior to the middle of the next semester.