2017-2018 Graduate Catalog

MARK 70120 Customer Insights

1.5 credit hours. Prerequisite: MARK 60010 or 60011, or permission of department chair. The most complex aspect of marketing is understanding the mind and heart of the consumer. If consumer behavior was easy to explicate, then all products would sell as well as projected, all ads would be effective, economies would be efficient, and marketing would be a simple prospect. In actuality, consumers are frustrating and irrational and difficult to predict. This course focuses on providing the basic tools to gain insights into consumer behavior. It addresses both managerial and psychological applications of consumer behavior. We apply tools from psychology, economics, and other social sciences to particular marketing problems. The focus will be on specific results, such as what marketing strategies are likely to be effective given a certain consumer response.