Consumer Behavior

Course Code
MKT 613
1.5 hours
  • Winter 17 (B)
  • Winter 18 (B)

Consumer Behavior --- Virtually all decisions involved in developing an effective marketing mix for a product or service rely on in-depth knowledge of the consumers who comprise the target market. Thus, a clear understanding of the principles, concepts, and results of consumer behavior is critical to successful marketing. In this course we will directly examine the available theory and research concerning the behavior of the consumer, with the goal of understanding how marketing managers can use these ideas. This course focuses on the consumer as an individual. The topics discussed comprise an examination of basic psychological processes: i.e., decision-making, information processing, and social influences. Thus, this course provides both a micro and macro perspective on the factors influencing a customer.

Taught By
Marcus Collins
  • LEO Intermittent Lecturer
Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behavior. He serves as the...
Scott Rick
  • Associate Professor of Marketing
Scott Rick is an Associate Professor of Marketing at the University of Michigan's Ross School of Business. Rick received his PhD in Behavioral...