Consumer Marketing

Course Number 1940

Professor Youngme Moon
Fall, 20 Sessions and field module
Enrollment: Limited to 90 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 involve a reexamination of many of the core concepts introduced in First-Year Marketing. The course will also introduce a number of new concepts associated with positioning, branding, promotion, and customer management. Cases will focus on both popular and emergent brands in the areas of consumer products, consumer technology, services, fashion, and entertainment.

Course Content and Organization

The course will consist of 20 classroom sessions, as well as a "field module" in which students will be asked to examine a series of field-based cases/scenarios and independently generate insights based on their field observations. Grading will be based on (1) in-class participation and (2) a series of written assignments focused on students' field work.