Consumer Behavior

1.5 Credits · Level: Graduate, Juris Doctor

Understanding consumer behavior is critical to developing effective marketing strategies. To provide value to consumers, managers must understand what consumers want and how they perceive the firm’s products, services and marketing efforts relative to those of competing firms. To market products and services effectively, managers must be able to predict how consumers will respond to changes in the marketing mix. This course is designed to improve your understanding of consumer behavior by integrating scientific research on consumer behavior, methods for conducting consumer research, marketing strategy and analysis of business cases. We will begin by discussing methods for conducting consumer research. Next, we will study how consumers process information, form preferences, and decide among alternatives as well as research tools designed to elicit this information. Building on this knowledge, we will discuss data-driven strategies for identifying actionable customer segments, influencing consumer decisions and managing relationships with customers.