COURSE NUMBER: MBA260.1
COURSE TITLE: Customer Insights
UNITS OF CREDIT: 3.0
INSTRUCTOR: Ellen Evers
E-MAIL ADDRESS: evers@haas.berkeley.edu
PREREQUISITE(S):
CLASS FORMAT A mix of lectures, and in-class
exercises and discussions
REQUIRED READINGS: Academic articles
BASIS FOR FINAL GRADE: A combination of projects,
quizzes and a final exam.
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES: The
objective of this course is to investigate how customers make their choices and
respond to marketing campaigns and government policies. The primary focus will
be on understanding why consumers behave in certain ways and how this
understanding can be applied to develop more effective marketing campaigns and
public policies. During the course we will experimentally test insights taken
from this literature to several consumption-settings to learn how data-driven
approaches can lead to valuable insights when trying to optimize persuasion
and/or consumer satisfaction.
During the semester, we will first focus on
individual decision-making processes that influence customer behavior, by
addressing how basic cognitive processes (e.g., attention, self-control, and
emotions) shape consumer decision-making. Then we will look at how social
processes affect consumers. For example how social groups, cultural
differences, and recent developments in technology play an important role in
understanding and influencing consumer behavior.
CAREER FIELD: All career fields
BIOGRAPHICAL SKETCH: Ellen Evers is an Assistant Professor of Marketing at
Haas. Her research interests are judgment and decision making with a focus on
how categorization affects consumer decision making. For more information,
visithttp://facultybio.haas.berkeley.edu/faculty-list/evers-ellen