Course Overview Note | March 2006

Consumer Marketing: Rethinking the Core

by Youngme E. Moon

Abstract

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms that represent a significant piece of what is commonly regarded as the marketing core. Intended for advanced MBA students who have already completed their introductory marketing studies.

Keywords: Marketing; Consumer Behavior;

Citation:

Moon, Youngme E. "Consumer Marketing: Rethinking the Core." Harvard Business School Course Overview Note 506-059, March 2006.