Consumer Behavior

(3 Credit Hours) · Undergraduate

The course aims to help students gain an understanding of the process of consumer decision making and the factors influencing consumer decision and behavior. This course emphasizes on theoretical understanding of consumer psychology and applications to the development of marketing strategy. Specific consumer trends and new tools for consumer insights will also be integrated in class discussion. Students will be provided opportunities to apply the learned concepts and tools to marketing situations through class discussions, case studies, and group project.