Please note that this course description
is from Spring 2016 and should be used as reference
only.
COURSE NUMBER:
MBA260.2
This course is cross-listed with the
Evening-Weekend MBA Program
COURSE TITLE:
Customer Insights
UNITS OF CREDIT:
3 units
INSTRUCTOR: Ellen
Evers
E-MAIL ADDRESS: evers@haas.berkeley.edu
PREREQUISITE(S): N/A
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