MKTG 627 Consumer Behavior I: Inside Consumers’ Minds (2)

This course gets inside consumers’ minds to identify the psychological drivers of consumer behavior in both real and digital environments. Drawing on cognitive and social psychology, you will learn how consumers process information, get influenced, how they make decisions and then live with those decisions. These fundamental insights on the brain and its inherent processes are essential to marketing and business practice which seeks to develop effective messages and campaigns to change consumers’ opinions and behaviors. Prerequisite(s): Part-Time: MKTG 603 The Art and Science of Marketing (4)

Grading Basis: Graded