Introduction to Marketing
MKTG-UB.0001 (4 credits)
Prerequisite: Sophomore Standing

This course evaluates marketing as a system for the satisfaction of human wants and a catalyst of business activity. It presents a comprehensive framework that includes (1) researching and analyzing customers, company, competition, and the marketing environment, (2) identifying and targeting attractive segments with a strategic positioning, and (3) making product, pricing, communication, and distribution decisions. Cases and examples are utilized to develop problem-solving abilities.

Judgment & Decision Making
MGMT-GB.6251
Prerequisite: MS/CPA Students only

Successful marketing and business strategy depends on a thorough understanding of how people make decisions. Although traditional "rational" models of human reasoning make clear predictions about how people should make decisions, these models fail to fully capture how people actually make decisions in the real world. The purpose of this course is to inform future managers and consultants of the sometimes counterintuitive but often predictable rules, processes, and heuristics that guide everyday judgment and decision making, as well as how knowledge of these rules can be utilized to improve marketing and business strategy.

Behavioral Applications in Marketing II
MKTG-GB.4382.20 (3 credits)

The purpose of this doctoral seminar is to provide doctoral students in marketing and related fields with a solid foundation for critical thinking and research on the judgment, decision-making and choice aspects of consumer behavior, marketing, and business in general. In particular, the seminar focuses on how consumers process information when making judgments and choices. This seminar complements the Behavioral Applications in Marketing I seminar, which emphasizes memory, learning, attiudes, and the persuasion aspects of consumer behavior.