Consumer Behavior: On-site Syllabus



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In-Class Exam (30%)

In Week 7, a closed book/closed computer exam consisting of short answer and essay questions related to a particular marketing case will be administered in-class. Students are expected to draw on knowledge derived from independent thoughts, assigned reading materials and class discussions to further analyze the behavioral issues and marketing challenges suggested by the case narrative. A thorough understanding of fundamental consumer behavior concepts, theories, frameworks and measures and their application to marketing is the only way to ensure outstanding performance on the case-based exam.




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