Description of the Course:
Studying consumer behavior lies at the crossroads of the marketing, psychology, economics and anthropology disciplines. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets. This course provides knowledge and skills necessary to perform useful consumer analyses in developing effective marketing strategies.

Course Objectives, Expectations:
After you have completed this course, you should be able to understand:
1. The impact of purchase involvement on consumer decision making.
2. The various of kinds of decision models used by consumers
3. How to develop marketing strategies on consumer information search patterns.
4. How research and consumer behavior is used in market analysis.
5. How is culture influential in terms of consumer behavior?
6. What is the role of demographics in influencing consumer behavior?
7. How to use learning and memory theories to develop product positioning strategies.
8. Understand the nature of personality, motivation and emotion and the role they play in the consumption process.
9. How attitudes are used to segment markets.

Course Outline:
Topic1: A perspective on consumer behavior
Topic2: Behavior and marketing strategy
Topic3: Consumer analysis and marketing strategy

The Business College has a mission and objectives aimed at improving a variety of skills among our undergraduate students. These skills plus a few others include:
• Communication skills. In terms of written reports, a good report (1) covers the material of interest adequately, (2) differentiates between opinion, facts, empirical evidence, etc., (3) is accurate, and (4) is clear
• Project management skills, meaning your ability to develop, organize, and conduct your own project from start to end.
• Team work skills, reflected by team work and how you perform as a member of the team.
• Technology skills, e.g., working with data files, software programs, etc.