D:\Inetpub\shared\yedion\syllabus\12\2014\1231\1231340204_desc.txt
Course description
Elective, 1 cu (י"ס)
Prerequisite: Marketing Management with a grade of at least 78
A key success factor of many businesses is having a true insight into how consumers feel, think, evaluate, choose, and consume offerings. Decisions involved in developing an effective positioning and marketing mix for a product or service should be based on an indepth understanding of the target consumers. Therefore, a clear understanding of consumer behavior is critical to developing effective marketing strategies. Unfortunately, while we are all consumers, our intuitions about our own behavior and especially that of others, is often inaccurate, and may even be misleading. The main goal of this course is to help each participant become a strategic shaper and insightful investigator of consumer behavior. This involves examining and analyzing consumer behavior critically, and uncovering findings that can steer managerial action. To achieve this goal I have designed the course so it provide participants with a broad coverage of frameworks, concepts, tools, and techniques to understand the minds of consumers, with an emphasis on uncovering, generating, and interpreting businessrelevant consumer insights.
We will discuss relevant theories and research in behavioral sciences with the overarching goal of understanding and influencing consumer behavior. Topics include consumer need analysis, consumer perception & attention, representation of knowledge, evaluation and choice. We will also touch on contextual factors that sway consumer behavior such as culture and language.
The course format is action-learning-oriented with in-class exercises and a consumer insights group project, in addition to more traditional lectures and readings.
