MARKETNG 797 - Consumer Behavior

Course Description

Understanding our consumers—or ourselves, as consumers—is no easy task. Perhaps its difficulty is best reflected in the number of new ventures and new product introductions that fail each year. Duke leads the world in the study of consumer psychology, yet traditionally, those brand new insights have not been available to Fuqua MBA students. In this class, insights that have yet to make their way into cases and popular press and consumer behavior text books will be discussed, and then we’ll collectively translate those new insights into potential commercial and/or policy applications. Within the MBA program, students interested in B2C as well as B2B environments will find the material highly applicable, as will students in law, public health and policy, and the psychology of the environment.