Consumer Marketing

Course Number 1945

Professor John Gourville

Fall; Q2; 1.5 credits
14 Sessions
Exam

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, pricing, and managing customers over time. The concepts explored will draw from economics, behavioral decision making, and psychology. The goal will be to understand how customers make their decisions in the real world.

We will explore these concepts using a variety of cases taken from package goods, consumer technologies, and entertainment, among others.

Course Content and Organization

The course will consist of 14 classroom sessions and will be largely case-based with a few exercises. Grading will be based on in-class participation and a final exam.