MKT 450 – Consumer Behavior and Marketing

Jun 29th, 2015
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We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, we also know that consumers are different from one another. We buy different clothes, drive different cars, and eat different foods. Moreover, even the same consumer can make different decisions depending on the situation. So how are we to construct coherent marketing strategies?

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MKT 450 Consumer Behavior and Marketing Syllabus (Revised: 01/06/13)Spring 201316496 T/R 12:00 - 01:50 pmHOH 42216498 T/R 02:00 - 03:50 pmHOH 422Professor: Glden lkmenOffice: HOH 516E-Mail:ulkumen@marshall.usc.eduOffice Hours: Tuesdays & Thursdays 11 am-12 pm. 24-hour advance notice, please. Course DescriptionWe are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, we also know that consumers are different from one another. We buy different clothes, drive different cars, and eat different foods. Moreover, even the same consumer can make different decisions depending on the situation. So how are we to construct coherent marketing strategies?In this class we will try to learn how and why consumers behave the way that they do. We will explore our intuitions about our own behavior. We will learn about theories developed in marketing, psychology and other behavioral sciences. And we will learn to use these theories to predict how consumers will respond to different marketing activities. Learning ObjectivesTo acquire a framework for analyzing consumer behavior problemsTo learn how consumer behavior can be affected by different marketing strategiesTo show how behavioral evidence can be used to evaluate alternative marketing strategies To develop a deeper understanding of consumer behavior by learning a

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