Consumer Behaviour Course Syllabus
ZICKLIN SCHOOL OF BUSINESS
BARUCH COLLEGE/CUNY
MKT 9716: CONSUMER BEHAVIOR EMSM SN7 March 30-April 8, 2012 Dr. Sankar Sen sankar.sen@baruch.cuny.edu COURSE OBJECTIVES
Marketing begins and ends with the consumer. The purpose of this course is to introduce you to the study of consumer behavior. We will take the perspective of a marketing manager who needs knowledge of consumer behavior in order to develop, implement and evaluate effective marketing strategies. We will examine many concepts and theories from the behavioral sciences and analyze their usefulness for marketing strategies. The goals of this course are for you to:
0 Learn the key concepts and theories of consumer behavior. * 1 Develop your intellectual ability to identify applications of these concepts and theories and to apply them in formulating viable marketing strategies. This includes gaining familiarity with specific research tools used to generate knowledge about consumers. * 2 Develop a set of skills important to successful performance in managerial positions. These include managing a reasonably complicated and ill-defined project, working successfully in a group, and honing your oral and written communication skills.
COURSE FORMAT
The course combines lectures with class discussions and case analyses. The lectures are designed to reinforce and expand upon the material in the text. Discussions are aimed at bringing new perspectives to the material in the text and fostering the application of text and lecture content to consumption and marketing management situations.
Your presence in class is essential to your ability to understand and apply the material covered in this course. Therefore, attendance is mandatory. However, it is understandable that, at times, other commitments (or illness) may prevent you from attending class. If for some reason you cannot attend a class,
BARUCH COLLEGE/CUNY
MKT 9716: CONSUMER BEHAVIOR EMSM SN7 March 30-April 8, 2012 Dr. Sankar Sen sankar.sen@baruch.cuny.edu COURSE OBJECTIVES
Marketing begins and ends with the consumer. The purpose of this course is to introduce you to the study of consumer behavior. We will take the perspective of a marketing manager who needs knowledge of consumer behavior in order to develop, implement and evaluate effective marketing strategies. We will examine many concepts and theories from the behavioral sciences and analyze their usefulness for marketing strategies. The goals of this course are for you to:
0 Learn the key concepts and theories of consumer behavior. * 1 Develop your intellectual ability to identify applications of these concepts and theories and to apply them in formulating viable marketing strategies. This includes gaining familiarity with specific research tools used to generate knowledge about consumers. * 2 Develop a set of skills important to successful performance in managerial positions. These include managing a reasonably complicated and ill-defined project, working successfully in a group, and honing your oral and written communication skills.
COURSE FORMAT
The course combines lectures with class discussions and case analyses. The lectures are designed to reinforce and expand upon the material in the text. Discussions are aimed at bringing new perspectives to the material in the text and fostering the application of text and lecture content to consumption and marketing management situations.
Your presence in class is essential to your ability to understand and apply the material covered in this course. Therefore, attendance is mandatory. However, it is understandable that, at times, other commitments (or illness) may prevent you from attending class. If for some reason you cannot attend a class,
Bibliography: This section involves an overview of your market area and draws on many of the basic concepts from Marketing Management (MKT 9703).