CB_Session_1&2.pdf - MKT 3605 Consumer Behavior SESSION...

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1 MKT 3605: Consumer Behavior SESSION 1: INTRODUCTION PROFESSOR MATHUR
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2 Agenda Introduction to the course Syllabus & Schedule Introductions Introduction to Connect Why study consumer behavior? 2
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3 Course Goals Predict and explain consumers’ reactions to marketing strategies Acquire a framework for analyzing consumer behavior problems Determine how consumer behavior can be affected by different marketing strategies Demonstrate how behavioral evidence can be used to evaluate alternative marketing strategies Acquire experience in applying these theories to real-world consumer behavior problems
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4 COURSE FRAMEWORK Introduction Part I: The consumer decision making process Part II: Individual influences Part III: Environmental influences Project Presentations
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5 Hybrid Course Set Up Online: Just like reading the textbook o McGraw- Hill’s Connect Website: Online Assignments: LearnSmart and accompanying Practice Questions o Other readings Cases; Class Slides; Articles (from WSJ, NYTimes etc.) ; Videos In-Class ( Tuesdays see schedule) o Applying the material Review of main concepts Case Discussions (Group) o Group Work (about 7 people each) Project (Very important!)
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6 Registering for CONNECT Getting Started
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  • Spring '16
  • luca petruzzellis

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