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Course Details

Evanston class schedule is currently available through Summer 2021. Chicago class schedule is currently forecast through Spring 2022.

MKTG-959-0

Behavioral Marketing Science

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Course Details

Behavioral Marketing Science - MKTG-959-0

1.0 Credit

PASS/NO CREDIT

Yes (may vary by section)

COURSE TYPE

MMM Students : Elective All other students : Elective

WAIVER OPTIONS

None

TRACKS

Marketing Major

DESCRIPTION

This course delves into behavioral research in marketing and psychology to facilitate the design of more effective ways to implement marketing mix strategies. By drawing on relevant research insights into how consumers make decisions, we will learn how to: • frame messages to maximize impact • design product displays to entice purchase • develop loyalty programs to increase and expedite repeat purchases • streamline product offerings to increase profit • take many other valuable actions The class uses a mix of lectures, cases and examples to show how people's decisions are influenced by their • motivation (e.g., do you have a growth or safety goal?) • cognition (e.g., do you agree or disagree with the content?) • metacognition (e.g., what does it mean to have considered pros and cons?) • emotion (e.g., are you feeling sad or anxious?). We build on the concepts you learned in the core marketing class (MKTG430) so that you become not only the marketing strategist, but also the best executor of the marketing strategies.

SCHEDULE SUMMARY

	Fall	Winter	Spring	Summer
2020-2021		Ev	Chi/Ev
2019-2020			Ev

PREREQUISITES

Negative Prerequisite:
All Students: MKTG-959-5

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