2.0

credits

Average Course Rating

Marketing, in particular, begins and ends with the consumer – from determining consumer needs to ensuring customer satisfaction. In this advanced behavioral marketing course, we will explore classic as well as the most recent scientific research in marketing, psychology, and behavioral economics on judgment and decision-making. Readings will include primary empirical research articles, business journal articles, and research reviews. We will develop your ability to understand and influence what people want, how people decide what and when to buy, and whether people will be satisfied or dissatisfied with their decisions. These psychological insights are not only particularly useful for marketing management decision making such as target marketing, brand positioning and marketing communication, but also shed light on common decision biases beyond marketing. In addition, we will examine the methodology of behavioral research to build the tools you will need to interpret scientific findings and base decisions on them.