MKTG 603 - Consumer Behavior

Credits: 3

Virtually all marketing today is centered around the consumer. To develop effective marketing strategies, it is therefore vital that marketing managers understand consumer behavior. In this managerially focused course, we examine the whole customer experience journey from initial need to post-purchase satisfaction. We gain practical insights into the minds of today’s consumers by reviewing and applying research findings from the broad and interdisciplinary field of consumer behavior. We learn about topics such as motivation, persuasion, and decision-making to identify lessons that are relevant in various business contexts and applicable to modern business challenges.

Prerequisite(s): Admission to MBA program

Term(s) Offered:

Check course availability in Spring 2026

Check course availability in First Summer 2026

Check course availability in Second Summer 2026

Check course availability in Fall 2026