Business Administration: Consumer Behavior

Exploration and analysis of research evidence from marketing and behavioral science relevant to a theory of consumer behavior. Emphasis also given to research methodologies. Prerequisites: BUS 2500; Business Administration major or minor; minimum Junior standing.

BSAD major or minor, 2BUS Co-Major; Open to degree and PACE students. Minimum Junior standing. Prereq enforced by the system: BUS 2500. Students cannot earn credit for CDAE 2270 and BUS 3530.

The purpose of the course is to study the process of consumer choice, its determinants and its implications for marketing strategy and to show how concepts, principles and theories from various social sciences (e.g., psychology, sociology, anthropology) are applied in consumer behavior studies. Case discussions are an important part of this course and include cases that take place in both domestic and global contexts. The class is also designed to enhance your communications skills, both written and oral, and to build your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace. Because marketing is a practical discipline that involves art as much as science, this course will be taught through a combination of lectures on the concepts and principles, discussion of their applications, and analyses of some significant marketing/consumer behavior issues.

This course combines lecture and discussion formats. Readings include material from the text and a required case packet.

Grades for this course will be based on the following: two exams, two individual case analyses assignments, one group assignment, and class participation.