Consumer Marketing

Course Number 1940

Professor John T. Gourville
Assistant Professor Anat Keinan
Fall; Q1Q2; 3 credits
28 sessions

Enrollment: Limited to 70 students in each section.

Career Focus

This course is designed for students who plan to work in firms that market to consumers or who plan to work in companies that offer support to these firms (e.g., consulting).

Educational Objectives

The course will focus exclusively on consumer markets, and will address in greater depth many of the consumer marketing concepts introduced in First-Year Marketing, including understanding customers, bringing new products to market, managing brands and their meaning, pricing, and managing customers over time. We will explore these concepts using a variety of cases taken from package goods, consumer technologies, entertainment, fashion, and recreation, among others.

Course Content and Organization

The course will consist of 28 classroom sessions, roughly three-quarters of which will be case-based sessions and one-quarter of which will be sessions driven by small projects and exercises. Grading will be based on in-class participation and a final exam.