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The formulation of appropriate and effective marketing strategies must begin with a comprehensive and accurate understanding of consumers. This includes their needs and wants, the process by which they are satisfied, and the environment in which the desired behavior occurs. Internal, external, situational, and social influences are extremely powerful in affecting behaviors surrounding purchases, post-purchases, and brand loyalty. Through this collaboration, you will take away just how important understanding consumer behavior is to creating and implementing successful marketing strategies.
Check out the example of one team's final presentation (above) as well as research below.
"Amy is the greatest strength of this course. She is the most engaging professor I’ve ever had and made a film major student like me love and be engaged with Consumer Behavior. She treated the students with unbelievable respect and really made us feel heard."
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