Marketing 211: Consumer Behavior
Marketing is a misunderstood science. People take it for granted. Strangely, marketing is like housekeeping. You may not notice it and you may only appreciate it (and miss it) when it isn’t done or done poorly.
Marketing, like any other science, has at its avail a set of complex conceptual analyses and analytical tools to help explore the inner-workings of customer behavior. This so-called “customer analysis” is the heart of what I currently teach at the undergraduate, and MBA levels.
Our focus is to apply science to marketing to understand consumers. We wish to explain, rather than just to predict, what consumers will do in their day-to-day lives. Customer analysis is “the study of consumers like how marine biologists study fish, as opposed to how a fisherman would study fish.”
Every semester we partner with an organization and apply tools and learning from the class to a real world, semester long project in real time. Past collaborators have included L’Oreal, Nike, Dell, Saucony, Payless Shoe Source, Stride Rite and most recently Microsoft Windows Phone. Here is a clip on the class project:
My belief is that nothing in life that’s worth doing is easy. The value that you can get out of the course is directly correlated with the effort and enthusiasm that you put in. From a teaching philosophy point of view, I love this course and have an immensely enjoyable time teaching it and always put in an effort no less than what I expect from my students. Hence, this course is meant to be more than just a course. It’s meant to be a “journey of learning,” a “living laboratory,” where ideas—both in terms of theory and practice – are spelled out and incorporated into the long term skill of strategic thinking.