Marketers devote a great deal of time, effort, and other resources trying to maximize their success in the marketplace. Ultimately, this success depends on how consumers respond to products, services, and marketing communications. To maximize the possibility of success, markers must have a thorough understanding of the processes and decision-making that guide consumer behavior. Consumer behavior includes all consumer activities in the marketplace associated with purchase, use, and disposal of goods and services. 

This course will take a strategic approach to examining the concepts and theories related to explaining, understanding, predicting, and even influencing consumer behavior. Topics areas to be covered: consumer behavior and marketing strategy, consumer information processing, consumer decision making, consumer social influences and contemporary strategies for marketers. The primary objective of the course is for students to successfully understand and apply the theories, processes, and concepts of consumer behavior from a managerial perspective. Lectures, cases, class discussions, in-class exercises, and student presentations are the primary instructional methods used to facilitate student learning in this course.