MBA 7153

Current theories and research on the behavior of consumers is examined from the viewpoint of marketing management decisions, planning and research. The behavioral science concepts underlying the study of consumer behavior are investigated, stressing the contributions of psychology, anthropology, economics and socio-cultural influences. A discovery oriented process is employed to give students experience working with real-world problems, employing consumer research methods, interpreting qualitative data, using ideation and creative problem solving methods, and implementing solutions.