Consumer Behavior is a 3rd year undergraduate marketing course. Student teams will work on an applied consumer behavior project, guided by your organization's goals.

You will work with one course section, which will have 5-7 student teams. This means you will receive multiple final reports. Interactions will take place at the section level: you will meet with all teams simultaneously for 2 introductory sessions (Jan 26, Feb 14) and 2 final presentation sessions (Apr 6, 8).

Projects can be completed and delivered remotely or in person.

Students have taken an introductory course in marketing. This course focuses on the psychological factors influencing consumers, and how those factors are used by marketers. Topics include:

• Attention and Perception
• Needs and Motivation
• Decision Making
• Persuasion
• Social Influence
• Choice Architecture
• Word-of-Mouth

Projects involving any (or all) of these topics are welcome. Projects can involve secondary research, but NOT primary research (i.e., interviews).

• A mid-term report partway through the semester; this will include background on your organization, the team's understanding of the project's scope and challenge, and an initial plan to address the challenge.
• A final written report from each team, with recommendations for addressing the challenge.
• A final presentation from each team, summarizing their analysis and recommendations.