Course Objectives
- To develop an understanding and appreciation of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.)
- To develop and appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing.
- To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors.
- To enable students to develop marketing strategies that are consumer based and create and enhance customer value.