MKTG 9005:Consumer Behavior

3 Class Hours 0 Laboratory Hours 3 Credit Hours
Prerequisite: Admission into the PhD in Business Administration Program.
An essential component of marketing is consumer insight. Marketing focuses on the satisfaction of the needs and wants of consumers. Hence, an understanding of consumers and the processes that underlie their choices in the marketplace is essential to understand marketing. To understand consumers, it is important to understand both conscious thought and the deeper more profound unconscious motives that drive human behavior. This course will explore classic literature in consumer behavior as well as recent research exploring the most recent findings in the field, including recent research in neuroscience.