MBA 755 – Consumer Behavior

1.5 cr Credits

Instructors

•

• Gwen Achenreiner, Ph.D.

• Michael Tippins, Ph.D.

Description

How do we make sense of consumer decision making when there are so many variables to consider?  More specifically, how are we, as managers, to create a sound marketing plan given consumer diversity and decision making?  This class will help you to understand how and why consumers behave as they do.  We will delve into our own attitudes, motivations and purchase behavior to derive insight.  We will learn about the pervasive consumer behavior theories developed primarily in marketing and psychology.  And, using this information, we will attempt to predict how consumers will respond to a variety of marketing activities.