COURSE
NUMBER: MBA260.2
This course is
cross-listed with EWMBA Program.
COURSE TITLE: Consumer Insights
UNITS OF CREDIT: 3
MEETING DATES/TIMES: Course start on Thursday,
January 26, and end on Thursday, May 11.
INSTRUCTOR: Ellen Evers
E-MAIL ADDRESS: evers@haas.berkeley.edu
PREREQUISITE(S):
Please note this
portion of the course description is from Spring 2016
and is for reference only
CLASS FORMAT: A mix of lectures,
and in-class exercises and discussions
REQUIRED READINGS: Articles
BASIS FOR FINAL
GRADE: A combination of
projects, quizzes and a final exam.
CAREER FIELD: All career fields
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.
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, visit
http://facultybio.haas.berkeley.edu/faculty-list/evers-ellen