Consumer Behavior

Course Code
MKT 313
3 hours
  • Fall 19
  • Fall 20
  • Spring/Summer 20
  • Winter 20
  • Winter 21

Consumer Behavior --- Formulation of appropriate and effective marketing strategies must begin with a clean and accurate understanding of consumers. This includes an understanding of consumer needs and wants, the process by which they are satisfied, and the environment in which the behavior occurs. The objectives of the course are as follows: (1) to introduce the student to concepts developed in psychology, economics, and sociology and their relationship to consumer behavior, (2) to involve the student directly in the study and analysis of consumer behavior, and (3) to develop in students the ability to translate what can be learned into marketing action implications.

Taught By
Amy Angell
  • Lecturer I in Marketing
Amy has worked in academia for the past thirteen years, teaching marketing courses like consumer behavior, persuasive communications, and marketing...
Marcus Collins
  • LEO Lecturer
Marcus Collins is an Award-Winning advertiser and a Lecturer of Marketing at the Ross School of Business, University of Michigan, where he helps...