Consumer Behavior Research and Pricing Strategy

Students are expected to: (a) learn the key concepts and theories that underlie consumer behavior and consumer responses to pricing; (b) develop an understanding of how these theories fit into the formulation of viable marketing strategies; and (c) cultivate a skill set that is essential to effective performance in professional and managerial positions: working as a team, thinking analytically, formulating a point of view, and concisely presenting recommendations. Learning in this course is best achieved by getting a firm grasp of the underlying principles that can be applied in a reasoned and systematic fashion across a broad spectrum of business contexts.